Create a line item

A line item decides how part of a campaign runs: which ad, at what price, on which dates, and for which readers.

Before you start

• You have an order.
• It helps to have a creative ready. You can save a line item without one, but it can't serve.

Steps

1. Open Line Items and select New Line Item.
2. Enter a Line Item Name.
3. Choose the Order. You can't move a line item to another order later.
4. Choose the Creative. The list shows this order's creatives, marked ✓ for approved, (pending) or (rejected).
5. Keep Type on Standard — impression-based CPM and leave Priority as it is. See the table below.
6. Set the Start Date and End Date.
7. Choose an Objective.
8. Enter your CPM ($) and Impression Goal, then choose Delivery Pacing. The details are in Set budgets, pacing and flight dates.
9. Fill in targeting and any frequency cap.
10. Set Ad Format to match the creative.
11. Leave Status on Draft, or choose Active if you're ready to run.
12. Select Create Line Item.

The main fields

Field	What to choose
Type	Standard suits most campaigns. Network — backfill / remnant is also sold at your CPM, so you rarely need it.
Priority	Leave it. It has no effect on an ordinary marketplace line item.
Objective	Branding (impressions), Clicks (CTR) or Leads (conversion). It doesn't change what you pay. Leads shows the conversion tag to put on your site.
Ad Format	Display (Banner) for an image creative, Native for a native creative, Interactive for an interactive one, as in Run an interactive ad.

What happens next

The line item appears in your list. The Creative column warns you if none is set, and Pacing shows delivery against the goal.

It serves only when its order is Active too. Follow Launch a campaign to go live.

For publishers

On a direct-sold order you can also choose Roadblock or Sponsorship, and Flat Rate pricing. A Roadblock always uses flat-rate pricing. Here Priority does count: a lower number goes first. The Publishers section doesn't appear, because a direct-sold campaign runs only on your own newsletter. Your creative list shows all your creatives.

If something goes wrong

• The Create Line Item button is greyed out. Nothing has changed since your last save.
• The Order list says "Create an order first". Create an order first.
• The Creative hint says "No creatives found". Upload a creative for this order's advertiser.
• "Pick at least one publisher, or choose “All eligible publishers”." You chose Only these publishers but didn't add any.
• "ROADBLOCK is for a publisher's own direct-sold campaigns". The same goes for Sponsorship. For guaranteed delivery on a newsletter, agree a deal with its publisher on the Deals page.
• "Flat-rate pricing is for a publisher's own direct-sold campaigns". Marketplace campaigns are priced by CPM.
• "cpm … is below the retargeting floor CPM". The retargeting audience you chose has a minimum price. Raise your CPM or remove that audience.
• "This line item delivers a deal". Its inventory, price, flight and volume follow the agreed terms, and anything outside them is reset when you save.