Launch checklist

What a campaign needs before it can serve, and what to check when it doesn't. Most of these are enforced on save, so the console tells you which one is missing.

Before you launch

1. Fund the wallet. Nothing is sent to delivery until your first top-up clears. Each running campaign's daily budget, plus the platform fee and a small buffer, is set aside every day; activation is refused if Available doesn't cover today. Details: Billing.
2. Give the campaign a daily budget. A running campaign needs one (at least $1 a day), because each day's budget is what gets set aside. A campaign with no end date can't be saved without one. Lifetime budgets are at most $10,000 per campaign or line item: split larger budgets across campaigns.
3. Keep line items inside the campaign flight. A line item can't start before its campaign or end after it. A line item without its own daily budget paces at the campaign's. Bids are a fixed CPM of at least $0.01 (in practice, bid what the inventory clears at).
4. Attach a ready creative that fits the channel. Display and mobile app take image or HTML5; online video, CTV, and DOOH take video; native takes native. Video is processed after upload, and a creative can't be attached until it is ready. A line item can't go active without a creative, and a running line item keeps at least one (attach the replacement before removing the last). See Making ads.
5. Check the advertiser. Exchanges review every ad against the workspace's advertiser website and category (Settings → Advertiser). Keep them accurate.
6. Activate the campaign, then its line items. Line items can't go active under a paused campaign. The Sync badge shows when a change is live.

Why isn't my line item delivering?

Every morning (about 10:15 Eastern) we check running, in-flight line items that have a creative. If one delivered nothing all of yesterday, your account admins get one email listing them, and the line item is flagged until it delivers again. The check is skipped while delivery reports are behind, so a reporting delay never reads as zero delivery.

Common causes, roughly in order:

• Bid too low for the inventory. Raise it, or check the deal's floor CPM.
• Targeting too narrow: a small area, few devices, one deal, a short app or domain allow list, or dayparts. The impressions estimate on the line item form shows how much supply matches. On CTV and mobile app, remember the default exchange list (see Targeting).
• Creative not approved by the exchanges yet, or rejected. Check its status on the Creatives page.
• Paused for funds. When a day can't be covered, that campaign pauses and restarts on its own once you add funds. We email in the early evening when tomorrow's budgets need more than the wallet holds.
• Budget spent: the daily budget ran out for the day, or the lifetime budget is used up.
• Not started: the campaign or line item start date is in the future, or the change hasn't synced yet.

Raising the bid or widening targeting usually gets delivery going within a day. Recent days can still change as reports settle: see Reports and metrics.