General Properties

Tactic Name

To make it easy to find your tactic later, you should give it a descriptive name. For example, a retargeting tactic for ABC Plumbing might be called “ABC Plumbing – Retargeting.”


Specify whether you want to allow the tactic to start spending immediately once you save it. Note that flight dates still apply, so if a date range has been specified that is in the future, the tactic will not be eligible to spend until that time.

Default Bid

Give an approximation of what you would pay for 1000 impressions. You can adjust this value as needed.


Specify how much you would like your tactic to spend.

The budget can be daily or for all time:


The budget applies for each day between the start date and end date. (A $100 daily budget spends $100 every day that the tactic is live.)

All time:

The budget applies for all the days between the start date and end date combined. (A $100 budget spreads $100 across all the days that the tactic is live.) The minimum all-time budget is $2.00 USD.



If you want the chosen budget to be spread evenly across the day or across the flight, set Pacing to On. Under most circumstances, you will want to choose this option, as the large amounts of inventory available could cause your budget to be spent early in the day.

Although you cannot turn both group and tactic pacing on simultaneously, you can turn either one off or on at any time. It is important to note that if you change the tactic's pacing mid-flight, the pacing system will adjust according to the new selection. That is, it will either start spending evenly through the day, or try to spend as fast as possible from that point on.

Flight Dates

Flight Dates control the start and end of the tactic.

All days: Tactics go live as soon as they are enabled and linked to an eligible ad.

Date range: Tactics go live at midnight at the beginning of the start date and stop bidding at midnight at the end of the end date.

Fight dates are set in the Eastern time zone, and daylight saving time is observed.


Day parting

The day parting options let you choose which hours each day the tactic can bid on impressions.

If you want a tactic to run past midnight, set two rules, one that covers the hours before midnight and one that covers the hours after midnight. For example, to run a tactic from 11 PM to 4 AM every night, you set these two rules:


Day parting takes place in the users' time zones. For example, if you are running a nationally (US) targeted tactic that runs from 6:00 am to 9:00 am, then the ads are seen from 6:00 am to 8:59 am wherever the users are, as opposed to Eastern time. Reporting will show that there was spend from 06:00 through 11:59, which is correct since reporting is in Eastern time. (6:00 to 8:59 PT is 9:00 to 11:59 ET)

Frequency Cap

Specify how many times you’d like each user to see your ads. By default, tactics deliver up to 3 ads every 12 hours.

Inventory Types

Enable browser and app targeting on desktop, mobile, or both.

  • Desktop Web: Websites intended to be viewed on a desktop.
  • Mobile Web (optimized): Websites intended to be viewed on a mobile device (i.e.
  • Mobile Web (not optimized): Websites intended to be viewed on a desktop, but viewed on a mobile device.
  • Mobile Apps: App inventory from any mobile device.
  • Other: Email, etc.


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