Tactics Overview

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:

  • Bid prices

  • Flight dates

  • Targeting rules, including geography, device, time, context, demographic, and specific exchanges or domains where the tactic can run

  • Conversion tracking

Tactics work with creatives, which define what the viewer sees when your tactic runs.

If the tactic and group are online and any of the creatives are eligible to run (that is, if they have passed the ad 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. See Creating Tactics to learn how to create and set up a tactic.

Tactics must target at least one exchange before they can go online.