Basic Hierarchy in DV360 (a demand side platform) is-
Partner ➡️ Advertiser ➡️Campaign ➡️ Insertion Order ➡️ Line Item ➡️ Ad Group ➡️ Ads.
An Insertion Order (IO) is a contract between an advertiser and a publisher that outlines the terms and conditions of an advertising campaign. It guarantees that the advertiser can run ads on the publisher’s inventory.
This ad proposal document or virtual tool includes below details-
🔷 Name of campaign
🔷Start date and end date of the campaign
🔷Name and details of publisher
🔷Name and details of the advertiser
🔷Ad unit dimensions and placements
🔷Target audience to be covered
🔷Number of impressions to be served
🔷Pricing structure
🔷Ad sizes, colors, and positioning
🔷Total cost and discounts
🔷Reporting requirements
An Insertion Order (IO) in Google Display Video 360 (DV360) is a key organizational structure within a campaign that manages the details of how the ads are purchased, scheduled, and delivered.
Hence, It acts as a “container” for line items, which define specific targeting, bidding, and creative strategies.
Types of Insertion Order (Recent) in DV360-
1. Standard
It is an Open auction line item that serves on Display & Video 360.
Supported Campaign Objectives – Brand Awareness, Clicks, Conversion, Custom, IO without objective.
⏺️ Supported Line Item types–
Brand Awareness (Campaign Objective)–
Display, Video, Mobile app install, Ads in mobile apps, YouTube & partners video, YouTube & partners audio (Line items)
Clicks (Campaign Objective)–
Display, Video, Mobile app install, Ads in mobile apps, Demand Gen (Line items)
Conversion (Campaign Objective)–
Display, Video, Audio, Mobile app install, Ads in mobile apps
YouTube & partners video, Demand Gen (Line items)
2. Connected TV and OTT Streaming
It is for TV content across over-the-top streaming devices.
Supported Campaign Objectives – Brand Awareness, Conversion, Custom, IO without objective.
⏺️ Supported Line Item types (as mentioned above)
KPIs for Awareness objective ~ CPM, Value/Cost
KPIs for Conversion objective ~ CPA, Value/Cost
KPIs for Click objective ~ CPC, CTR, Value/Cost
3. Digital Out of Home DOoH
Digital out of home ads that serve on billboards, bus stations, airports etc.
Supported Campaign Objectives – IO without objective.
🔉 Supported Line Item types – Display Digital out of home, Video Digital out of home.
There is no specific KPI for this IO type and only feasible Bid strategy is ‘Fixed Bid’.
