> For the complete documentation index, see [llms.txt](https://support.gamoshi.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://support.gamoshi.com/gamoshi-wiki/general-information/gamoshi-dsp-entity-structure-and-campaign-strategy-guide.md).

# Gamoshi DSP Entity Structure & Campaign Strategy Guide

***Availability:** DSP accounts and PE Enterprise accounts (DSP Advertisers/Campaigns).*

## Overview

This guide explains the Gamoshi DSP entity hierarchy, outlines the campaign creation process, and provides best practices for managing performance-focused programmatic activity.

The Gamoshi DSP hierarchy consists of four levels:

1. Business Partner.
2. Advertiser.
3. Campaign.
4. Creative.

Understanding the purpose of each level helps you organize activities correctly and determine where to configure settings, targeting rules, budgets, and delivery controls.

***

## Entity Structure

The Gamoshi DSP hierarchy follows this structure:

**Business Partner > Advertiser > Campaign > Creative**

| **Gamoshi entity** | **DV360 equivalent** | **Purpose**                                                                                         |
| ------------------ | -------------------- | --------------------------------------------------------------------------------------------------- |
| Business Partner   | Partner              | The umbrella entity, typically representing an agency or holding company.                           |
| Advertiser         | Campaign             | The high-level container for advertiser-wide settings, Lists, and filters.                          |
| Campaign           | Line Item            | The execution level where budgets, flight dates, targeting, and optimization models are configured. |
| Creative           | Creative / Ad        | The ad asset, such as a Banner, Video, or Native creative, associated with a campaign.              |

{% hint style="info" %}
The DV360 comparison illustrates the hierarchy. Entity names and configuration options differ between platforms.
{% endhint %}

***

## Business Partner and Advertiser Levels

To launch any campaign, you must first establish a new business partner and advertiser or select the appropriate existing ones.

### Business Partner

The **Business Partner** is the administrative root of the entity hierarchy. It is used for:

* **User permissions:** Manage team access across the account and its child entities.
* **Multi-advertiser oversight:** View aggregated performance data across advertisers.
* **Seat management:** Manage IDs used with different supply exchanges.

### Advertiser

For a detailed guide on [how to create an advertiser.](/gamoshi-wiki/how-to-guides/how-to-create-an-advertiser.md)

The **Advertiser** is the high-level container for brand-wide settings that apply to its campaigns.

Advertiser-level configurations include:

* **Global filters:** Define mandatory rules, such as viewability requirements or device exclusions, that apply to all campaigns.
* **Master Lists:** Centrally manage domain and app Allow Lists and Block Lists.
* **Advertiser Score:** Establish the advertiser’s baseline auction priority.

{% hint style="warning" %}
Advertiser-level filters take precedence when they conflict with campaign-level filters.
{% endhint %}

***

## Campaign Creation Workflow

For a detailed guide, see [How to create a DSP campaign](/gamoshi-wiki/how-to-guides/how-to-create-a-dsp-campaign.md).

Campaign creation consists of two main steps.

{% stepper %}
{% step %}

### Complete the General Tab

When creating a campaign, complete and save the **General** tab first.

{% hint style="warning" %}
The campaign’s additional configuration tabs become available only after the General tab has been saved.
{% endhint %}

Configure the following campaign details:

* **Campaign Name:** Enter a clear and identifiable name, such as DE\_Mobile\_Web\_Performance\_Q2.
* **Traffic Source:** Select the inventory or audience source available to the campaign. **All Traffic** is selected by default.
* **Scheduling - Start Date and End Date:** Define when the campaign should start and finish. You can also add dayparting.
* **Campaign Score:** Enter a value from 0 to 10. A higher score gives the campaign higher priority over other campaigns from the same advertiser.
* **Budget:** Define spending Mode (Regular/Aggressive), set up campaign bid price (ECPM), configure the campaign’s Total Budget, Daily Budget, Hourly Budget, or the applicable combination.
* **Optimization Model**: Define your optimization model - Reach or CTR.

### Budget Configuration

Available budget controls include:

* **Total Budget and End Date:** Allow the system to pace the available budget across the campaign’s flight.
* **Daily Budget:** Limits the amount the campaign can spend each day.
* **Hourly Budget:** Limits the amount the campaign can spend each hour.

Daily and Hourly Budgets can provide additional spending control when no End Date is configured.

### Traffic Source

Use **All Traffic** unless the campaign must be restricted to a particular inventory or audience source, such as traffic associated with a Private Marketplace agreement.

### Optimization Model

The campaign’s **Optimization Model** determines how the platform prioritizes impressions.

#### Reach

**Reach** is the default optimization model.

* **Goal:** Maximize unique audience coverage.
* **Recommended for:** Brand-awareness campaigns, new campaign launches, and initial data collection.
* **Serving logic:** Distribute impressions as widely as possible.

#### CTR Mode

**CTR Mode** prioritizes users and placements that are more likely to engage with the creative.

* **Goal:** Increase engagement and clicks.
* **Recommended for:** Performance activity focused on Click-Through Rate.
* **Serving logic:** Work toward the configured Target CTR.

For CTR optimization to operate correctly:

1. **Warm-up data:** The campaign requires several thousand impressions so the algorithm has enough data to learn.
2. **Valid Target URLs:** Every associated creative must have a valid Target URL.
3. **Target CTR:** Configure a minimum Target CTR. The default is **0.1%**.
   {% endstep %}

{% step %}

### Configure the Additional Tabs

After saving the General tab, configure the campaign’s additional settings.

### Filtering and Targeting

Use the **Filtering and Targeting** tab to configure campaign-level rules, including geographic, device, operating system, and browser targeting.

{% hint style="warning" %}
Advertiser-level filters always take precedence over campaign-level filters.
{% endhint %}

You can also add Specific Location Targeting and Audience segments.

### Capping

Use the **Capping** tab to configure campaign delivery limits, including:

* QPS limits (in Aggressive spending mode).
* Impression limits.
* Click limits.
* Frequency Caps (Users/Devices).

Frequency Caps control how often the same user or device can receive the campaign’s ads.

### Lists

Use the **Lists** tab to associate the relevant Allow Lists and Block Lists with the campaign.

### Creatives

Use the **Creatives** tab to associate ad creatives with the campaign.

{% hint style="warning" %}
A campaign cannot serve without at least one active creative.
{% endhint %}
{% endstep %}
{% endstepper %}

***

## Creative-Level Configuration

For a detailed guide on [how to create a creative](/gamoshi-wiki/how-to-guides/how-to-create-a-creative.md).

Primary delivery rules are defined by campaign settings, though you can manage them more granularly through creative-level controls. Owned by an advertiser, a creative entity can link to the advertiser's campaigns. A single creative can also be associated across multiple campaigns, allowing each campaign to apply unique pricing and execution rules.

Within the creative entity, you can specify the ad's layout, dimensions, colors, text, and images to dictate its appearance and behavior. The available designs depend on the creative's selected media type. Additionally, a creative includes configuration options for scoring, pricing, tracking and conversions, extra filters, frequency capping, and applying Allow and Block lists.

### Pricing Override

A creative can override the campaign’s default eCPM.

This allows you to assign a different bid price to a particular asset. For example, a Video creative intended for higher-value inventory can use a higher eCPM while the campaign’s other creatives retain the default campaign price.

### Filtering

Individual creatives can have their own **Filters such as country, category filter etc**.

For example, within the same campaign, a French-language creative can be limited to France while a German-language creative is limited to Germany.

### Tracking and Conversions

Configure tracking and conversion parameters directly within the creative entity. This includes specifying the target URL, implementing impression tracking pixels, and defining the conversion setup (supporting both client-side and server-to-server/S2S methods).

### Allow Lists and Block Lists

Lists containing app bundles, site domains, or IP addresses can be associated directly with a creative.

For example, a specific creative can be restricted to an Allow List of premium sports sites while the broader campaign continues to target general news inventory.

***

## Best Practices for Performance Activity

### Begin with a Warm-Up Period

Start a new performance campaign in **Reach** mode and allow it to collect baseline data before switching to **CTR Mode**.

A warm-up period of approximately 48–72 hours may be used, provided the campaign generates the several thousand impressions required for optimization.

### Managing Budgets and QPS Restrictions

* **Establish Daily and Hourly Budgets:** Implement these limits alongside a Total Budget configuration to maintain stronger control over campaign delivery during traffic spikes.
* **Select the Appropriate Spending Mode:** Utilize Regular mode to pace the campaign evenly across active hours, or choose Aggressive mode when you need to deploy the full campaign budget immediately.
* **Apply QPS Capping:** When running in Aggressive mode, use this feature to limit the maximum number of queries per second allowed for the campaign.

### Manage Campaign Scores

Use the **Campaign Score** to prioritize the most important campaign when multiple campaigns under the same advertiser are eligible for the same traffic.

### Apply Targeting at the Appropriate Level

Use advertiser-level targeting for rules that must apply to every campaign.

Use campaign-level and creative-level configurations for more specific delivery requirements. Avoid unnecessarily restrictive combinations that may limit campaign delivery.

### Monitor Creative Performance

Review creative associations and performance from the **Creatives** tab and the Analytics BI screen.

Pause creatives performing below 50% of the campaign’s Target CTR when you want to direct delivery toward higher-performing variants.

***

## Related articles

* [Gamoshi Programmatic Platform – Account Types](/gamoshi-wiki/general-information/gamoshi-programmatic-platform-account-types.md)
* [Advertiser & Campaign Filters](/gamoshi-wiki/general-information/advertiser-and-campaign-filters.md)
* [Gamoshi metrics](/gamoshi-wiki/general-information/gamoshi-metrics.md)
* [Campaigns](/gamoshi-wiki/core-entities/campaigns.md)
* [Creatives](/gamoshi-wiki/core-entities/creatives.md)
* [Capping metrics](/gamoshi-wiki/general-information/capping-metrics.md)
* [Lists Types](/gamoshi-wiki/general-information/lists-types.md)
* [How to manage the pacing of a campaign](/gamoshi-wiki/how-to-guides/how-to-manage-the-pacing-of-a-campaign.md)