Best Practices: Buying through a Third-Party DSP

Below you will find recommendations and tips for running successful campaigns across LiveIntent’s premium publisher inventory, using a third-party DSP.
Campaign Setup
Create a separate line item or strategy and select LiveIntent Exchange as the inventory/supply source.
Bidding Strategy
Set a max CPM of around $10 for Run of Exchange (ROE).
Set a max CPM of around $12-15 if the campaign is running on an allow list, or if first- or third-party data segments are being used for targeting.
The average eCPM will be between $1.50-5, depending on the campaign type and targeting in place.
Targeting
We recommend running campaigns across the full LiveIntent network of publishers to maximize scale, to start.
After running, optimize campaigns to include only the top-performing domains.
Create custom allow lists from the full list of LiveIntent publishers.
Include at least 40 publishers in an allow list.
Note: The LiveIntent team will gladly assist you in building optimal allow lists.
Leverage any first- and/or third-party data segments available in the DSP.
Do NOT include a frequency cap.
Note: A frequency cap is not necessary because the average user across LiveIntent inventory is only opening 1-2 emails a day.
Creative and Tags
Use an approved creative format:
GIF/PNG/JPG
JavaScript with static backup
Note: Due to JavaScript restrictions in the email channel, all JavaScript tags MUST have the “no script”/static backup enabled. This way, a static image can be served.
Use an approved creative size:
300×250
728×90
160×600
300×600
970×250
970×550
Note: Ads that are size 300×250 and 728×90 have the greatest scale across LiveIntent inventory.
Leverage as many creative sizes and concepts as possible to increase scale and performance.
Declare all third-party tracking tags
Note: There is a maximum of two third-party tracking tags
Note: Do NOT include wrapped tags or blocking tags. Wrapped tags will not serve, due to JavaScript restrictions. Use monitoring pixels ONLY.
Native guidelines
LiveIntent has native integrations with DV360, The Trade Desk, Basis, Xandr, and Verizon Media. While creative specs can vary from one DSP to another, LiveIntent has its own native templates and best practices optimized for the email channel.
300×250 and 970×550 units’ descriptions can accept up to 150 characters
970×250 units’ descriptions can accept up to 200 characters
The main image of 300×250 and 970×550 units will be expanded when they can be (when titles and descriptions are short enough).
Headlines should capture the user’s attention. Many DSPs will provide options for short and long headlines, in which case we recommend having both for the best scale.
Calls to action should encourage the user to click through to the landing page, which should match the creative concept for a consistent story. Options like “Learn More,” “Watch Now,” or “Get Started” tend to drive more clicks.
Reporting
View reporting on key metrics in your DSP console.