Line item type used to fill your site's unsold inventory. Bulk line items:
- Allow you to enter a specific quantity of impressions.
- Help you unload unsold inventory within your network.
- Aren't included in forecast results.
- Are eligible to compete directly with AdSense and Ad Exchange.
How do bulk line items compete with other remnant line items?
Ad Manager ranks all eligible remnant line items, including Price Priority, Bulk, and Network line items, based on their CPM rate (or value CPM , if defined) to choose the highest value one.
For bulk line items, their goal determines how often they compete in the ranking against other remnant line items. If a bulk line item is pacing ahead of its goal, it won’t compete as often. Similarly, if a bulk line item is behind its goal then it’ll compete more often. Once a line item exceeds its goal, it will no longer compete.
If your network has enabled AdSense or Ad Exchange to compete with your indirectly sold line items, Ad Manager will also look for eligible AdSense or Ad Exchange line items. If AdSense or Ad Exchange has a line item with a higher CPM than the one selected by Ad Manager, no matter the type, Ad Manager will serve the AdSense or Ad Exchange line item.
For example, even though a bulk line item might be set to 3,000 impressions, it could end up not delivering if it is always beaten by AdSense or Ad Exchange.
If AdSense or Ad Exchange has a line item with a higher CPM than the one selected by Ad Manager, regardless of the type, Ad Manager will serve the AdSense or Ad Exchange line item. So even though a bulk line item may be set to 3,000 impressions, for example, it could wind up not delivering if it is always beaten by AdSense or Ad Exchange. Learn more about how Ad Exchange line items compete with remnant line items .
For more information, review the Ad selection white paper .
Note: Price Priority, Bulk, and Network line items that don't compete on price in the unified auction (such as line items with a zero rate and no Value CPM) are treated as House line items.
Why did my line item exceed its limit?
A line item's delivered impressions total might exceed the daily or lifetime cap by a small amount due to delayed impression counting or simultaneous requests that occur as the cap is reached.
