Campaign Priority Types Overview
Campaign Priority Types dictate the serving order when multiple ad campaigns compete for the same ad request. This critical setting allows you to prioritize campaigns based on your business goals or advertiser agreements. Understanding the intent of each type is crucial, as an incorrect selection can negatively impact your campaign results.
Sponsorship
This is the highest-ranking priority type, typically used for takeovers (roadblocks). It's ideal for fixed-position and time-based campaigns, whether on specific pages, articles, placements, or even the entire site. Sponsorship campaigns are percentage-based Share of Voice (SOV).
Standard
A Standard campaign sits below Sponsorships in priority but ranks above programmatic ads. This type is impression-based and requires fixed start and end dates. Note that you cannot set a daily impression limit for Standard campaigns. This is the most common campaign type.
Price Priority
This type is rarely used for direct campaigns because it shares the same priority level as programmatic ads. Consistent impression distribution throughout the campaign period cannot be guaranteed, as delivery pacing is not controllable. However, it does offer the option for a daily impression cap and can be set without a fixed end date.
House
House campaigns are primarily used for backfill, utilizing a percentage of your remnant traffic. They can be set with no fixed end date, and the Cost Per Mille (CPM) is used solely for prioritization among other House campaigns.