A tactic is a bundle of configuration parameters that aim to achieve a specific goal for your line item. In the DSP, these parameters include, but are not limited to
Targeting rules (geography, device, time, context, demographic, etc.) and/or specific exchanges or domains where the tactic runs
Tactics work with creatives, which define what the viewer sees when your tactic runs.
Creating a Tactic
When you add a new tactic, you set up all the rules that define when and where ads are delivered. You'll generally follow these steps:
Link the tactic to one or more creatives.
Save the tactic.
If the tactic and group are online and any of the creatives are eligible to run (that is, if they have passed the quality review process), the tactic can bid on impressions.
If your creatives aren't ready yet, you can set up the tactic and save it, and then link it to the creatives when they're available.