Create an Onsite Display Line Item

Your line item name appears only on the Line Items and Analytics pages. It never appears in your ads, and shoppers never see it. Names must be unique within a campaign. A format such as Date_Brand_Category_Retailer works well.

Then choose the retailer your ads will run on. Click the dropdown and select one retailer. Your choice determines which products, page types, and ad formats are available.

Under European privacy laws, retailers must ask shoppers whether they accept tracking. If your retailer has this enabled, you will see a Targeting Based on Tracking Preference section with two options:

• Opted-in shoppers only (the default).

• Both opted-in and opted-out shoppers.

No sales attribution is collected for opted-out shoppers, because attribution relies on a user ID. So including them increases total impressions and clicks but lowers return on ad spend (ROAS) and other conversion metrics, because some of the sales your ads drove cannot be attributed.

Both dates are required.

• Start date. Today by default. You can choose any future date. A future start date gives the line item a Scheduled status; it switches to Active automatically on the day.

• End date. The line item stops serving and switches to Ended at the end of that day.

Budget

Enter the maximum amount the line item can spend over the campaign. The amount is a ceiling, not a target, and the line item stops delivering when it is reached.

Pacing

Then choose how that budget is spent over time. The available pacing options depend on your campaign's buy type.

A frequency cap limits how many impressions a single shopper sees. Enter a maximum from 1 to 20, and choose the interval: Day (24 hours) or Session (ends after 30 minutes of inactivity).

Select at least one product from the account catalog. A product count indicator shows your selection against Criteo's recommended number. The products available reflect the retailer you chose; if a product is missing, check that it is available and in stock on the retailer's site.

Search in two ways:

• Search Account Catalog: enter a product name and click Search. Select products by ticking the checkboxes, or select all matches using the tick at the top of the results table.

• Search by Product ID: enter one ID per row and click Search Products. Supported types are GTIN, UPC or EAN, MPN, Model Number, Product ID, and Product Key. IDs with no match appear under IDs with no matches, where you can copy them; try a different ID type if one does not match.

We recommend:

• Start broad with a top-level category, then narrow with subcategories using the category hierarchy filter.

• Sort by availability first using the Stock status filter, so you do not select out-of-stock products.

• Check the product count indicator before saving, and widen the category or add adjacent brands if you are below the recommendation.

• Avoid searching by product ID unless you have a specific list of SKUs.

For Auction line items, you choose how the line item is targeted:

• Manual Targeting. You set the targeting yourself: page types, categories, keywords, and the products to advertise. The rest of this guide follows this route.

• Dynamic Match. You add a SKU collection and select one page type, and the platform automatically matches your products to the page or search context.

Preferred Deals and Sponsorship line items use manual targeting.

What affects Dynamic Match delivery. How much a Dynamic Match line item delivers depends on:

• The size and structure of your SKU collection

• How relevant your products are to the page or search context

• Whether your products are in stock

• The retailer's relevance thresholds for each placement

Because of these factors, actual delivery can differ from the forecast, which is based on placement impressions and contextual signals. To learn more about how Dynamic Match matches products, groups SKUs, and handles relevance, please see About Dynamic Match for Onsite Display.

A page type is the kind of retailer page your ads serve on. How many you can select depends on the buy type:

• Auction: select several page types supported by the retailer, such as Homepage, Search, Category, Deals, Product Detail, or Merchandising.

• Preferred Deals and Sponsorship: select one page type, such as Homepage, Search, Category, or Order Confirmation.

Some page types need targeting inputs:

• For Search, enter the keywords you want to serve on.

• For Category, select categories from the retailer's taxonomy. Selecting a category includes its child pages automatically, so review them for accuracy and choose the most specific level that applies.

Keep your keywords and categories relevant to the products in the line item. Keywords or categories marked "non-recommended" must pass a retailer review before the line item can run, and a retailer may refuse an irrelevant submission.

To learn more, please see About Onsite Display Page Types.

Your creative is the image shoppers see. You build creatives in the Creative section of the Shared Library, and only creatives compatible with your retailer and page types appear in the dropdown.

• For a Standard Display ad, you select a creative.

• For a Commerce Display ad, you select a creative and add product listings, which pull live products from the retailer's feed to display alongside it.

For Auction campaigns, this step shows every creative format eligible for your selected page types. If a page type has no compatible creative, a warning appears, reminding you to assign a suitable format. A line item can be submitted for review without a creative.

Product listings (Commerce Display only)

Click +Product Listing and select at least one product from those you chose earlier. You can rank listings, mark a listing as Mandatory, and add backup products where the format allows. How products serve depends on these settings:

• A backup product serves in place of the original when the original is out of stock.

• A listing not marked Mandatory is skipped when all its products are out of stock, and the next-ranked listing takes its slot.

• A listing marked Mandatory must have at least one product (original or backup) in stock, or the ad does not serve.

If you do not add backup products, we recommend setting up at least one extra product listing so there is always a product in stock to serve. To learn more, please see Build an Onsite Creative.

Advanced targeting focuses delivery on a specific group of shoppers. Without it, your line item uses contextual targeting based on the page type and categories or keywords you set. Advanced targeting may increase your CPM, and an option only appears if it is available for your page type and retailer.

The advanced targeting options are:

• Audience: reach shoppers by their shopping history using audience segments. You can select more than one.

• Add to Cart (real-time): reach shoppers who have specific products or categories in their cart. You can include or exclude.

• Store ID: reach shoppers visiting specific store locations. All stores are included by default; you can include or exclude.

To learn more, please see About Onsite Display Targeting Options.

Choose how you want to bid. Standard bidding sets a CPM bid for each page type. Adaptive CPM replaces those bids with a single Max CPM and adjusts your bids automatically. Use the Bid Strategy field to choose between them.

Standard Bidding

Set a CPM bid for each page type that has a compatible creative. A suggested CPM range appears below each field, based on the lowest and highest CPM among the compatible ad formats for that page type.

Each field also shows a minimum bid floor, the lowest you can bid. Other brands may bid on the same inventory, so you often need to bid above the floor to win. Minimum bids vary by retailer. To learn more, please see About Onsite Display Bidding.

Adaptive CPM

With Adaptive CPM, you set one Max CPM and the system adjusts your bids throughout the day, based on pacing and auction signals. To use it:

1. In the Bid Strategy field, select Adaptive.

2. Choose your pacing: Even, Ahead, or Daily budget cap. As soon as possible pacing is not compatible with Adaptive CPM.

3. Enter a Max CPM. It replaces the per-page-type bid fields.

Adaptive CPM requires an end date. You can switch a line item back to standard bidding at any time. To learn more, please see Adaptive CPM for Onsite Display Auction Campaigns.