Line items

Price Priority line items

The line item type used to fill your site's unsold inventory with the highest paying line item available.

Price Priority line items:

Allow you to specify daily or lifetime delivery caps.
Can be set to deliver unlimited impressions and have an unlimited end date.
Aren't included in forecast results.
Are eligible to compete directly with AdSense and Ad Exchange.

How do Price Priority 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.

If your network has enabled AdSense or Ad Exchange to compete with your remnant 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. So even though a Price Priority line item might have an unlimited goal, it could end up not delivering if it is always beaten by AdSense or Ad Exchange.

Reference the Ad selection white paper for more information.

Note: Price Priority, Bulk and Network line items that do not 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.

Can I traffic an Ad Exchange snippet in a Price Priority line item?

This is not recommended. There are a few considerations to keep in mind:

When your Ad Exchange Price Priority line item competes with Ad Exchange in dynamic allocation, sophisticated buyers can detect the unusual configuration and might bid lower or not bid at all.
If your Ad Exchange Price Priority line item can't win the impression, a manual passback solution to Ad Manager is required. This involves complicated, unreliable configurations that lead to latency and confusion in reporting.
Information passed by Ad Manager through Ad Exchange line items to improve ad serving and reporting is lost.

How do I traffic AdSense tags through Ad Manager Price Priority line items?

Note: We encourage publishers that have Ad Exchange to use it directly, since this will likely produce suboptimal results.

Configure Ad Manager and your webpage to deliver AdSense ad code within a custom creative:

Set up your Web page:
1. Include the core AdSense script: You must place the AdSense site-level code within the <head> section of your HTML document. This code initializes AdSense functionality for your site and includes your unique publisher ID.
2. After you get and copy the AdSense code , review where to place AdSense code in your HTML .
  In this configuration, it is recommended to get and copy the code for ad units.
Verify your Ad Manager ad slots are present:
Ensure your standard Ad Manager ad slots (defined with googletag.defineSlot ) are present in the <body> where ads appear.

Do not place AdSense ad unit tags directly in the <body> for these Ad Manager managed slots when using this method.

Ad Manager configuration:
1. Create price priority line Item:
  1. In Ad Manager, navigate to Delivery> Orders. Create a new order or use an existing one.
  2. Create a new line item associated with this order.
  3. Select the inventory type (for example, display).
  4. Set the Line item type to Price priority.
  5. Enter the desired Rate (CPM) at which this line item should compete. Consider using weekly or monthly average RPM values available in AdSense Reporting.
  6. Specify the Creative sizes that this line item will serve. Learn about guidelines for fixed-sized display ad units .
  7. Configure Ad targeting to select the specific Ad units, geography, key-values, or other criteria where this line item should be eligible to serve.
  8. Adjust "Delivery settings" (for example, Start/End times) as needed
2. Create Custom Creative:
  1. Within the newly created price priority line item, navigate to "Creatives."
  2. Click to add a New creative.
  3. Select the creative size matching the line item.
  4. Choose the Custom creative type.
  5. In the Code snippet input field, paste the specific AdSense ad unit code. Learn how to obtain the code for your AdSense account .
    
    Tip: Paste the complete AdSense ad unit code into the "Code snippet" field in Ad Manager.
    
    This code includes an <ins class="adsbygoogle"...> tag containing the ad slot ID and may include a <script>(adsbygoogle = window.adsbygoogle || []).push({});</script> line.
  6. Review the "Serve into a SafeFrame" setting. Depending on the specific AdSense ad unit type and your page requirements, you might need to leave this unchecked to allow direct page access.
  7. Save the creative. It will automatically be associated with the price priority line item.

Execution Sequence

When a user visits the page, the Ad Manager tags ( gpt.js ) initiate an ad request to the Ad Manager server.
Ad Manager evaluates eligible line items based on targeting and priority.
If the configured Price Priority line item is selected based on its CPM rate in competition with other eligible non-guaranteed line items (and passes any pricing rules):
Ad Manager returns the content of the associated "Custom" creative (which contains the AdSense ad unit code) to the gpt.js library on the page.
gpt.js renders this HTML snippet into the appropriate Ad Manager ad slot div container on the page.
The adsbygoogle.js script, previously loaded through the <head> tag, detects the dynamically inserted AdSense ad unit tag.
The AdSense script then processes this tag and initiates the ad request to AdSense using the publisher ID (from the head script) and the ad slot ID (from the creative snippet) to fill the slot.

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