Pacing is the algorithmic ability to smooth line item spend across the duration of the day or lifetime of a line item. Pacing is able to be applied to Flat CPM with Pacing, Video Completion Rate with Pacing, and Optimized CPM with Pacing strategies as well as to custom bidding strategies.
On the line item level, pacing options will be displayed for the customer to choose from. You can choose between “No pacing”, “Daily” and “Lifetime” pacing.
- No pacing: Beeswax will not pace for this line item
- Daily: Beeswax will pace towards the daily budget. Buzz will enforce that the line item has a daily budget when Daily pacing is selected
- Lifetime: Beeswax will pace towards the lifetime budget. Buzz will enforce that the line item has an end date when Lifetime pacing is selected
When Pacing is in use, if a line item has matching targeting, budget, frequency caps, and creative, the Pacing algorithm will decide whether or not to bid on a line item based on the line item’s progress towards its pacing target.
For any line item using a custom bidding strategy, the pacing algorithm will pace the line item in the exact same way as for Beeswax standard strategies. For any line item where the algorithm recommends not bidding, the adcandidate (the combination of line item & creative) will be dropped before being sent to the custom bidding agent.
The pacing target rate will always be calculated against the total number of minutes in a day, unless dayparting is stated in the Targeting section. If so, the pacing rate will be recalculated against the number of minutes that are included in the dayparting so long as the daypart does not use the timezone relative to the user's location. If a daypart is put in place relative to the user's location, pacing will completely ignore it.
The below table summarizes the pacing behavior for paced Line Items.
| No Pacing
||Will spend as fast as matched inventory is available until daily or total budget is hit|
|Lifetime|| - Daily pace target is calculated by dividing the Line Item total budget by the Line Item's total duration
- Will pace evenly throughout the day
- If daily budget is higher than paced daily target, the line item will never reach the daily cap
- If daily cap is lower than paced daily target, the line item will pace until it reaches the daily cap but will likely not hit the total budget
For example, a line item with a total budget of $1000 delivering for 10 days, with a daily budget of $200, will spend no more than $100/day
|Daily|| - Daily pace target is equal to the daily budget
- Will pace evenly throughout the day to daily pace target
Example 1.) A line item with a total budget of $1000 with a lifetime of 10 days with a daily budget of $200 will spend $200/day until it runs out of budget. The line item will accordingly stop spending on day 5.
Example 2.) A line item with a total budget of $1000 with a lifetime of 10 days with a daily budget of $50 will spend $50/day. The line item will spend only $500 over the course of 10 days.