How to Configure a DV360 Campaign with Utiq Activated on an Equativ Deal

Initial configuration

Step 0: Activate Utiq enabled SSP as an Exchange

To be checked: Only if Utiq enabled SSP is not already activated within DV360 account

1. Navigate to your partner account in DV360.

2. From the left menu, select "Partner Settings" and then "Basic Details".

3. Under "Exchanges":

   • Click the edit icon to view the list of available exchanges.

   • For instance Check the box next to "Equativ" / “OneTag“ or any Utiq enabled SSP that you work with.

   • Click "Save" to confirm.

For more information, please refer to this DV360 Help Center article

Step 1: Set a Fixed Price Bidding (Recommended)

Launch the deal with a fixed CPM bid strategy and adjust strategy to an automated bid strategy depending on the performance and pacing of the deal

For more information about fixed CPM bid strategy, please refer to this DV360 Help Center Article.

For more information about automated bid strategies, please refer to this DV360 Help Center Article.

Step 2: Set deal prioritization (Recommended)

If the deal is running in an insertion order or line item that leverages an automated bid strategy and both contains open auction inventory and the deal, it is recommended to select “prioritize deals over open auction inventory” to optimize pacing towards the deal:

• At Insertion Order (under “Optimization”) or at Line Item level (under “Bid Strategy”), select “Additional Options”

• check the box next to “Prioritize deals over open auction inventory”.

For more information about prioritized deals over open auction inventory, please refer to this DV360 help center article.

 Additional Checklist

• Regarding targeting options. Use the least restrictive targeting possible, including avoiding geographic targeting including city, postal code and proximity targeting.

• Regarding audiences: Please keep in mind that the deal is pre-targeted with Utiq audiences. Adding any other positive targeting can restrict reach on the deal. Negative targeting (i.e., exclusion) of these audience lists is acceptable.

• Regarding Frequency Capping: Remember Frequency capping can be set both on DSP or SSP. We recommend only one side frequency capping.

  • To perform frequency capping based on UTIQ, it must be set up on SSP side, remove freq.capping on DSP.

  • If you prefer to do frequency capping based on legacy 3rd party cookies then you can set it up on DSP, please consider restrictive Frequency Caps at Campaign, Insertion Order and Line Item level can limit reach on the deal and may have to be loosened to ensure optimal pacing. For more information about Frequency Management, please refer to this DV360 Help Center Article.

Ideal Configuration and Considerations

Recommendation:

• While using a fixed CPM bid strategy is advised (particularly at the beginning of the deal’s delivery), automated bidding algorithms (including custom bidding) can also be activated. Please note however that automated and custom bidding algorithms optimized towards conversion events might see limited reach, due to DV360’s reliance on modeled conversions in web environments without 3P cookies. Take into account all the options:

  • Manage Pace by Using 1st Price Auction: Select "1st Price Auction" instead of automated bidding to better manage the pacing and bid distribution.

  • Respect Floor Price: Enable "Respect Floor Price" to ensure that the minimum bid matches the floor price.

  • Recommendation: Work closely with your DV360 account partner to maximize reach from DV360 configuration.

• Automated bidding strategy towards brand and attention metrics may provide a more balanced approach, avoiding bias against cookieless inventory while preserving performance.

• For more information about automated bid strategies, please refer to this DV360 Help Center Article.

• For more information about custom bidding, please refer to this DV360 Help Center Article.

• For more information about modeled conversions, please refer to this DV360 Help Center Article

Summary

Following these steps and configurations will ensure optimal setup for a DV360 campaign with Utiq activated on any Utiq enabled SSP deal. Adjust and monitor strategies based on performance and inventory considerations.