Overview

With delivery rules you can:

• block demand - e. g. block an RTB advertiser
• block open auctions and Auction Packages
• block open auctions
• specify floor prices

You can apply delivery rules to:

• Demand criteria (Buyers etc.)
• Inventory criteria (formats, countries, websites etc.) 

Access

Go to Inventory > Delivery rules

Effects of delivery rules

A Delivery rule can have 4 types of effects, which will be applied to the criteria selected in the delivery rule:

• Block - blocks any programmatic sales; i. e. blocks any open auctions, any Auction Packages and any deals
• Block Open Auction and Auction Packages - blocks open auctions and Auction Packages to allow for monetization through deals/direct campaigns only; this option is only available in your network if you are using Equativ's Auction Packages offer; an Auction Package is cross-publisher inventory, packaged and sold by Equativ; from the generated revenue, Equativ retains a revenue share
• Block Open Auction - blocks open auctions but allows monetization through deals, direct campaigns and Auction Packages (created on Equativ Buyer Connect platform)
• Floor price - applies a specific floor price; it is only applied, if it is higher than the general network-wide floor price - unless the delivery rule is a "pre-call" delivery rule (see below: "Pre-call and post-call delivery rules")

Insertions

Optionally, you can connect a delivery rule with one or multiple RTB insertions - as explained in Activate open auctions. The effect and selected criteria will be applied to the connected insertion (with its placements, targeting criteria etc.).

Demand criteria

You can apply the delivery rule's effect to Partners, Buyers, RTB advertisers and RTB advertiser categories.

Targeting criteria

You can target the delivery rule's effect to the following criteria:

• Formats
• Creative sizes (see "Example for creative size usage" below)
• Platforms (Desktop, Tablet, Smartphone, TV etc.)
• Environments (Web, Mobile-Web, Mobile-App)
• Impression types (Display, Video in-stream, Native, Video out-stream); highly relevant in case of server side bidding where creative templates and formats are not available for targeting/reporting etc.
• Countries
• Placements (Websites, Pages, Packs)
• Domains and Bundle IDs (see "Domains and Bundle IDs" below)
• Header bidding types (Client-Side Header Bidding, Server-Side Header Bidding); option only available in networks where header bidding is enabled
• Server-Side Bidding Callers (option only available in networks where server side bidding is enabled; only callers enabled in the network are shown - e. g. PrebidServer, Amazon TAM etc.)
• Keywords

Example for creative size usage

• a "medium rectangle" format has 2 RTB insertions: one for "regular" medium rectangles (300x250), the other for parallax ads (320x480)
• you can create a delivery rule with a higher floor price and select the Format medium rectangle and the creative size 320x480; this way, you make sure that the delivery rule applies only to the parallax RTB insertion

Domains and Bundle IDs Targeting domains/bundle IDs in delivery rules, instead of sites and pages, is of particular relevance in case of server side bidding where site and page targeting is not available;

• if the domain/bundle ID targeting feature is not visible, ask your support contact at Equativ to enable it in your network
• do not combine domain/bundle ID targeting with sites/page targeting
• select the Import type Target to allow domains/bundle IDs or Exclude to block domains/bundle IDs
• click Upload CSV to upload a csv file with the list of domains/bundle IDs; the file must contain one domain/bundle ID per row and must be free of duplicates; each domain/bundle ID must have one of the following formats:
  • www.domain.com
  • www.subdomain.domain.com
  • domain.com
  • subdomain.domain.com
  • com.my-app-name
  • 123456789
• upload a new domain/bundle ID list if needed; this will replace the entire, previously uploaded domain/bundle ID list

Pre-call and post-call delivery rules

In this context, the "call" is the call to the connected partners (demand side), which initiates the auction process.

Some criteria can be fully determined prior to the call (pre-call criteria), while other criteria can be known only after the bid response of partners (post-call criteria).

The effects of delivery rules depend on the type of criteria (pre-call or post-call) specified in the delivery rule - see comparison table below.

Keep in mind Equativ strongly recommends to apply Delivery rules only to pre-call criteria (Placement, Format, Country etc.). Applying a delivery rule to post-call criteria results in useless traffic as well as in bids below the bid floor (and thus less revenue).

Time to take effect

Note that new delivery rules take a maximum of one hour to take effect (after saving). The same time span applies to updates (modifications) of delivery rules.

Filtering delivery rules

You can filter delivery rules by the effect they have (Block, Block Open Auction, Floor price).  

Advanced filters

The advanced filters (panel on the right side) filter the list based on the selected filters: Insertions, Buyers, Sites, Pages, Formats, Countries, Templates (creative templates in RTB insertions), Platforms, Advertisers, Advertiser Categories.  

Miscellaneous features

Editing, copying, deleting

Use the "..." button to Edit, Copy or Delete a deal.

Delivery rule details

In the delivery rule list, click on a criterion in the Demand/Inventory column to view details of the Demand/Inventory criteria the delivery rule applies to.  

Delivery rule summary

On the right side, the delivery rule summary provides a quick overview of all the criteria defined in the delivery rule.