Launch announcement

We’re launching a new budget optimization system known as hierarchical campaign control (HCC) along with line item projected spend that will replace line item budget in the advertising console. HCC takes a forward-looking approach to budget optimization using real-time bidding signals. With HCC, order budget is no longer distributed among line items beforehand. Instead, all line items within the order can access the full remaining order budget if their performance justifies, resulting in a dynamic distribution of budget to the most performant line items around the clock.

HCC will improve order budget delivery by allowing all line items in the order to access the full remaining order budget. Therefore, if a specific line item is under-delivering, the budget won’t be stuck to the line item and can be dynamically moved to other line items that can scale. HCC also takes a more holistic approach to optimization by considering both order-level and line item-level constraints when optimizing campaigns. It also provides the foundation to support various kinds of constraints, such as CPx, viewability rate, event rate, etc. in the future.

• Self-service advertisers