Using Machine Learning Optimization

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Machine Learning Optimization (MLO) leverages machine learning and a unique algorithm to maximize a tactic's performance. See Optimization for more information.

Even after turning on optimization, you should still check tactics regularly to make sure that they're achieving the results that you're looking for. For help troubleshooting tactic performance, contact Basis Support.

To enable machine learning optimization:

1. Go to the Tactic Editor:

   1. Select Main Menu [] > Campaigns.

   2. Select the campaign and media plan.

   3. From the tactic's Options [], select Edit.

2. On the Optimization tab, select Machine Learning.

   

3. Select the Goal Type:

   • Cost Per Click (eCPC): The cost to acquire a click.

   • Click-Thru Rate (CTR): The number of clicks per number of served impressions.

   • Cost Per Completed Video (eCPCV): The cost to run a video to completion.

   • Video Completion Rate (VCR): The number of completed videos per number of started videos.

   • Viewable Rate (VR): The percentage of impressions viewed that were deemed viewable.

   • Viewable CPM (vCPM): The cost-per-thousand impressions that were viewable.

   • Cost Per Acquisition (CPA): The cost to acquire an acquisition or a conversion. See Conversion Tracking (Tactic Editor) for more information. Additional options become available when you optimize for CPA:

   • Optimize for primary conversions: Only use data from the tactic's primary conversions. The tactic must have at least one primary conversion set.

   • Learning Data Scope: Select Conversion to use all conversion data available to the brand or Tactic to only use conversion data available to this tactic.

   You must turn on viewability tracking to optimize for VR and vCPM, and you cannot turn it off it while the tactic is being optimized. Only eligible impressions will be optimized. See Viewability for more information about how viewable rates are measured.

4. Enter a Goal based on the selected goal type:

   • Cost Per Click (eCPC): The maximum cost per click that your tactic should reach. It must be a value between $0.01 and $100.00.

   • Click-Thru Rate (CTR): The target percentage of click-throughs that your tactic should achieve. It must be a value between 0.01% and 10.00%.

   • Cost Per Completed Video (eCPCV): The maximum cost per completed video view that your tactic should reach. It must be a value between $0.001 and $100.000.

   • Video Completion Rate (VCR): The target percentage of completed videos that your tactic should reach. It must be a value between 0.01% and 100.00%.

   • Viewable Rate (VR): The minimum percentage of viewable impressions that your tactic should reach. Select a target percentage from the menu (from 10%-90% in increments of 10%).

   • Viewable CPM (vCPM): The maximum cost-per-thousand for viewable impressions that your tactic should reach. It must be a value between $0.01 and $100.00.

   • Cost Per Acquisition (CPA): The maximum cost to acquire an acquisition or a conversion that your tactic should reach. It must be a value between $0.01 and $10,000.00.

5. On the General tab, enter the Max Bid, which is the largest possible bid for an impression to achieve the KPI. Max Bid must be equal to or greater than the tactic's Default Bid. The tactic's Default Bid is used during the learning state, and Max Bid is used in the optimized state.

   As of October 18, 2023, the separate max bid amounts for bid multipliers and optimization have been replaced by the new Max Bid on the General tab. The separate max bids are no longer available for new tactics. Existing tactics that use bid multipliers and optimization will continue to use the old max bids, but you can't edit them. To change the max bid for existing tactics, enter the Max Bid on the General tab. After saving, the separate max bids for bid multipliers and optimization are removed from the tactic.

6. Save the tactic to apply the optimization settings.