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Microsoft Invest - Comparison of video complete buying strategies

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CPCV optimization and Guaranteed Completes are related features with different benefits and applications: you can't use them simultaneously. Similarly, you can choose to optimize for video completion rate (VCR) or target inventory with a set video completion rate. While you can use these features together, their use cases are different.

Feature Description When to Use How to Configure
CPCV (Cost Per Completed View) Goal Optimization Budget your video ad buys in terms of impressions, while optimizing toward a goal of purchasing completed video plays. Use CPCV optimization when the advertiser is paying the buyer on an impression basis, while asking the buyer to meet a CPCV KPI. 1. Select Video as the Ad Type in the line item Basic Settings

2. Select CPCV as an optimization goal in the line item Optimization settings.
Guaranteed Completes Budget your video ad buys in terms of video completes. Only paying for video completes ensures a 100% completion rate. Note that Microsoft Advertising charges a market-making fee when you purchase Guaranteed Completes. Use Guaranteed Completes when the advertiser is paying the buyer on an event basis (where the event is a video complete). See Configuring a Line Item to Buy Guaranteed Outcomes.
VCR (Video Completion Rate) Goal Optimization Optimize your inventory purchasing to maximize the rate of video completes, based on the historical performance of the inventory. Use VCR optimization when the advertiser is paying the buyer on an impression basis, while asking the buyer to meet a VCR KPI. 1. Select Video as the Ad Type in the line item Basic Settings.
2. Select VCR as an optimization goal in the line item Optimization settings.
Video Completion Rate Targeting Video Completion Rate Targeting is a feature of Inventory Performance Targeting, which allows buyers to target inventory based on historical performance. It allows buyers to bid only on inventory that is projected to meet a specified completion rate threshold based on historical data. Use Video Completion Rate Targeting when the advertiser has communicated a business requirement to the buyer not to purchase inventory with a projected completion rate below a certain value. See Inventory Performance Targeting.