How does campaign and creative weight work?
by Aaron DelloIacono Thies
Campaign weight is the priority a campaign gets when competing with other
campaigns.
Creative weight is the priority a creative gets when competing with other
creatives within the same campaign.
Weight is a ratio. So if there are 3 campaigns competing for the same
section and all 3 campaigns have a weight of 100, then they will rotate
equally. Same thing, if there are 3 campaigns competing for the same
section and all 3 campaigns have a weight of 50, then they will rotate
equally.
To find the percentage that a campaign will deliver, you sum all
the creative weights and divide by the weight of one creative. So if there
are 3 campaigns, one with a weight of 10, one with 20 and one with 30, the
one with 20 will deliver 1/3 of the time (20/(10+20+30)). Creative weight
works the same way but within the campaign.
But there's more to it than that.
There are two types of campaigns, Guaranteed and Non-guaranteed:
--A campaign is Guaranteed if it has an impression goal.
--A campaign is Non-Guaranteed if it does not have an impression goal.
A Guaranteed campaign will ALWAYS get priority over a Non-Guaranteed
campaign, regardless of weight. This is because Guaranteed campaigns have a specific delivery goal that the DE must meet. So it tries to deliver
Guaranteed campaigns first. After all Guaranteed campaigns have been
exhausted will the Non-Guaranteed deliver.
A campaign with an impression goal (a Guaranteed campaign) will be divided up into (a) daily goals and (b) hourly goals. So if a campaign has 1000 impressions over 5 days, the DE first
divides that up into 5 daily goals of 200 each. Then it divides the daily
goal into 24 hourly goals. The hourly goal distribution is a bell curve with more allocated during daytime. Every Guaranteed campaign has
an hourly goal. When all Guaranteed campaigns have met their hourly goals,
then the Non-Guraranteed campaigns start to deliver.