Ad Selection Prioritization
The ad server has 10 numbered Priorities (1 is the highest value priority, 10 is the lowest value priority), plus 'First Look', 'Only Look', 'Last Look' and 'Auto' options. Every Demand Tag must be placed in a Priority. The platform's default Priority setting is 'Auto'. Priorities will never change automatically, only by users setting or changing the Priority.
Only Look Priority*
Any Demand Tag that should have the only opportunity to serve an ad on a Supply Source, should use the Priority option 'Only Look'.
The ad server will always check for eligible 'Only Look' priority Demand Tags first. If an eligible 'Only Look' Tag is available, that Tag will have the only opportunity to return an ad and 'win' the ad selection process. If there are multiple eligible 'Only Look' Demand Tags, the ad server will choose one at random.
If the 'Only Look' Demand Tag fails to produce or play an ad, the ad selection process is considered complete and no other Demand Tags will be attempted.
First Look Priority*
Any Demand Tag that should have the first opportunity to serve an ad on a Supply Source, should use the Priority option 'First Look'.
The ad server will check for eligible 'First Look' priority Demand Tags after checking for 'Only Look' priority Demand Tags. If an eligible 'First Look' Tag is available, that Tag will have the first opportunity to return an ad and 'win' the ad selection process. If there are multiple eligible 'First Look' Demand Tags, the ad server will choose one at random.
If there are no eligible 'First Look' Priority Demand Tags or the 'First Look' Tag fails to produce an ad, the next phase of the ad selection process will be initiated.
Business Priorities 1-10
If there is a business reason to influence the priority of Demand Tag(s), such as a delivery requirement, CTR/VTR optimization, etc, the Priority levels 1-10 can be utilized to influence the ad selection process and give one tag priority over another. For direct (guaranteed) tags, priority will be the main level of influence.
This should only be used for business reasons, otherwise Demand Tags should be placed in the 'Auto' Priority.
If the Demand Tag(s) does not have specific business rules requiring it to be prioritized over other Demand Tags and can compete solely on CPM and Success Rate.
Last Look Priority*
Any Demand Tag that should be used as a fallback if no other eligible tags have an ad available and the placement requires always having an ad to play. When using a 3rd party VPAID player, please note that if the player times out the ad selection process too early (before other tags have completed checking if they have an ad) there will not be time left for the last look ad to load. Therefore, it is recommended to use this feature only with LKQD Formats, VAST Publisher Tags, or VPAID Publisher Tags when they have a timeout limit specified before the player's timeout limit.
Ad Selection Process
On each ad opportunity, not all demand may be eligible. Eligible ads are ads that meet criteria set for: supply source demand floor rate, device/OS/geography/etc targeting, environment, caps, pacing, etc.
Ad Selection Process
On an ad opportunity, LKQD™ will consider all eligible Demand Tags and Ad Selection will proceed as follows:
If an Only Look tag is eligible, it will be the only tag attempted to fulfill the opportunity.
Otherwise, if a First Look tag is eligible, it will be attempted first. If it succeeds, ad selection is complete, otherwise ad selection continues.
Non-First Look tags will be attempted in a quasi-asynchronous process (configurable via 'Advanced Settings') which is designed to optimize towards speed, revenue, and user defined Priority. If multiple ads are available, the ad in the most important priority and paying the highest CPM wins.
*Only Look, First Look, and Last Look Priorities are only applicable for directly accessed supply. Supply accessed through a Platform Connection cannot override the First Look, Only Look, or Last Look settings of an upstream account.