> 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/how-to-guides/how-to-create-an-advertiser.md).

# How to Create an Advertiser

*Availability: DSP accounts and PE accounts.*

## Overview

An **Advertiser** represents your client or buyer account. It contains the campaigns, creatives, targeting, and settings used for advertising activity.

Associate an advertiser with a [Business Partners](/gamoshi-wiki/core-entities/business-partners.md) to give that partner's Analytics Users access to its data. For the full hierarchy, see [Gamoshi DSP Entity Structure & Campaign Strategy Guide](/gamoshi-wiki/general-information/gamoshi-dsp-entity-structure-and-campaign-strategy-guide.md).

Your account type determines the available setup tabs and options. Use the section for your DSP or Programmatic Exchange (PE) account.

{% hint style="info" %}
To receive traffic, an advertiser must have at least one active campaign, regardless of account type.
{% endhint %}

***

## Which Account Type Are You On?

* If you buy and manage your own campaigns through Gamoshi's platform, you're on a **DSP account** -> go to [DSP Account: Creating an Advertiser](#dsp-account-creating-an-advertiser).
* If you're connecting your own supply and demand partners through a private exchange, you're on a **PE account** > go to [PE Account: Creating an Advertiser](#pe-account-creating-an-advertiser).

Not sure which applies to you? Check with your dedicated account manager.

***

## DSP Account: Creating an Advertiser

### Getting Started

**How to Access Advertiser Creation:**

{% stepper %}
{% step %}

### Go to the Advertisers List

Go to **Advertiser Module** → **Advertisers List** tab.
{% endstep %}

{% step %}

### Create an advertiser

Click the **+** icon in the top-right corner of the table grid.
{% endstep %}

{% step %}

### Open the form

The **New Advertiser** form will open.
{% endstep %}
{% endstepper %}

### Step 1: Complete the General Tab

{% hint style="info" %}
Complete and save the General tab before any other configuration tab becomes available.
{% endhint %}

Complete all mandatory fields (marked with a red line on the left side):

* **Advertiser Name (required):** A clear, identifiable name for your client.
* **Business Partner (Optional):** Associate with the relevant business partner to provide the buyer with analytics access.
* **Tech Fee (Optional):** Percentage deducted from bids (default = 0%).

{% hint style="info" %}
**Understanding Tech Fee**

**What it is:** A percentage automatically deducted from all of the advertiser's bids.

**When to use it:**

* The advertiser sends gross bid prices.
* A universal fee applies to all bids for this advertiser.

**Reporting impact:**

* **Spend** – net amount after tech fee deduction.
* **Gross Spend** – original amount before deduction.

**Tip:** Set a default tech fee for your entire account in **Settings → Pricing**.
{% endhint %}

* **Expiration Time Section (Optional):** The system defaults to 45 minutes of waiting for an event (Impression/Video impression). Changes to expiration time in the Advertiser General tab should match the advertiser's preferences.

Click **Save** to continue; other configuration tabs will now become available.

### Step 2: Configure Advertiser-Level Settings

After saving the General tab, configure these foundational settings, which apply to all campaigns under this advertiser.

#### Filtering & Targeting

* **Purpose:** Set master targeting rules that apply to all campaigns. *For detailed filter creation, see the* [*Advertiser Filters Guide*](/gamoshi-wiki/general-information/advertiser-and-campaign-filters.md) *→*
* **What to configure:**
  * Creative format (media type, ad size, etc.)
  * Content filters (website/app categories, etc.)
  * Location filters (country, GPS/IP location type, precision, etc)
  * Device filters (type, model, operating system, etc)
  * Advertiser-level settings always override campaign/creative-level settings.

#### Capping

* **Purpose:** Control spending limits and delivery pacing. *For detailed capping creation, see the* [*Capping Guide*](/gamoshi-wiki/general-information/capping-metrics.md) *→*.
* **Budget requirements:** Minimum Hourly Budget $2.00; Minimum Daily Budget $10.00.
* **Best practices:**
  * Set budgets higher than your 5-minute spend rate.
  * Allow 3–5x your typical 5-minute spending for proper pacing.
  * Changes may take a few minutes to take effect.
* **Available controls:** daily, hourly, and total budget limits; impression and click caps; QPS (Queries per Second) controls.
* **Key points:**
  * Most parameters are daily-based (reset every 24 hours); exceptions are Max QPS, Total Budget, and Hourly Budget.

#### Lists

* **Purpose:** Manage allowlists and blocklists for your advertiser that will be relevant for all associated campaigns. *For detailed list creation, see the* [*Lists Guide*](/gamoshi-wiki/general-information/lists-types.md) *→*.
* **Strategy decision:** choose one approach per targeting type; don't mix allowlists and blocklists of the same type.
  * **Allowlist strategy (strict control):** define exactly where ads can appear; best for premium brands and sensitive industries.
  * **Blocklist strategy (general protection):** exclude problematic sites while allowing broad reach; best for performance campaigns and established advertisers.

### Step 3: Create Your First Campaign

Every advertiser needs at least one active campaign to receive traffic.

**Quick Campaign Setup:**

{% stepper %}
{% step %}

### Open the Campaigns tab

Go to the **Campaigns** tab in advertiser details.
{% endstep %}

{% step %}

### Create a campaign

Click **+** to create a new campaign.
{% endstep %}

{% step %}

### Complete the required fields

* Campaign name
* Traffic source selection (by default ‘All Traffic’)
* Start date (defaults to day of creation)
* End date (required if daily/hourly budgets are not set)
* eCPM pricing
* Spending mode: Regular for even pacing or Aggressive for immediate budget execution.
* Total budget (required if daily/hourly budgets are not set)
* Daily budget (required if total budget and end date, or hourly budget, are not set)
* Hourly budget (required if total budget and end date, or daily budget, are not set)
  {% endstep %}

{% step %}

### Save the campaign

Click **Save** to unlock additional campaign tabs.
{% endstep %}
{% endstepper %}

*For detailed campaign creation, see the* [*DSP Campaign Creation Guide*](/gamoshi-wiki/how-to-guides/how-to-create-a-dsp-campaign.md) *→*

### Step 4: Create and Associate Creatives

Campaigns need active creatives to serve ads.

#### Supported creative types

* **Banner:** image files (JPG, PNG, GIF) or HTML code for interactive banners. For HTML format, you can use our creative studio to easily create creative designs.
* **Native**: use image files (JPG, PNG, GIF) in the Native studio to create Native creatives.
* **Video:** video file uploads, VAST URL (external video tags), or VAST Inline (embedded video code).
* **Audio:** audio file uploads, VAST tag (external audio tags), or VAST Inline (embedded audio code).

#### Creative setup process

{% stepper %}
{% step %}

### Open the Creatives tab

Go to the **Creatives** tab in the advertiser details.
{% endstep %}

{% step %}

### Create a creative

Click **+** to create a new creative.
{% endstep %}

{% step %}

### Choose and upload content

Choose the media type and upload content.
{% endstep %}

{% step %}

### Associate the creative

Associate it with your campaign.
{% endstep %}

{% step %}

### Activate the creative

Make sure that the creative status is **Active**.
{% endstep %}
{% endstepper %}

*For detailed creative creation, see the* [*Creative Creation Guide*](/gamoshi-wiki/how-to-guides/how-to-create-a-creative.md) *→*

### Step 5: Launch and Monitor

#### Pre-launch checklist

* General tab completed and saved
* At least one campaign created with required budget fields
* At least one active creative associated with the campaign
* Campaign status set to "Active"
* Current date within the campaign date range

#### Campaign states to monitor

* **Running** – campaign is live and serving ads.
* **Pending –** future start date; will start automatically; also the campaign state on creation for the first 5 minutes**.**
* **Stopped** – outside the day-parting schedule.
* **Finished** – end date reached or budget exhausted.
* **Capped** – budget limit reached (temporary pause).

### Best Practices by User Type

#### For new users

{% stepper %}
{% step %}

### Start simple

Use basic targeting and generous budgets initially.
{% endstep %}

{% step %}

### Test small

Create one campaign with conservative settings.
{% endstep %}

{% step %}

### Monitor closely

Watch spend patterns for the first 24–48 hours.
{% endstep %}

{% step %}

### Iterate gradually

Add complexity after understanding baseline performance.
{% endstep %}
{% endstepper %}

#### For account managers

{% stepper %}
{% step %}

### Plan hierarchy

Design advertiser-level settings for consistency.
{% endstep %}

{% step %}

### Document strategy

Record targeting and budget rationale.
{% endstep %}

{% step %}

### Monitor performance

Use the Totals Bar to track budget.
{% endstep %}
{% endstepper %}

#### For advanced users

{% stepper %}
{% step %}

### Leverage layering

Use advertiser + campaign + creative-level targeting strategically.
{% endstep %}

{% step %}

### Optimize budgets

Set multiple budget types for precise control.
{% endstep %}

{% step %}

### Test systematically

Clone campaigns for A/B testing different approaches.
{% endstep %}

{% step %}

### Scale efficiently

Use bulk actions from Advertisers Module → Campaigns/Creatives.
{% endstep %}
{% endstepper %}

### Troubleshooting (DSP)

<details>

<summary>Cannot access other tabs</summary>

Ensure the General tab is completed and saved, and that all mandatory fields (red line indicator) are filled.

</details>

<details>

<summary>Tech fee not calculating correctly</summary>

Verify that the percentage was entered correctly and allow processing time for changes to take effect.

</details>

<details>

<summary>Campaign not receiving traffic</summary>

Verify the advertiser has at least one active campaign, check the campaign state is "Running" (not "Pending" or "Stopped"), and confirm the current date is within the campaign date range.

</details>

<details>

<summary>Budget overspend</summary>

Review the 5-minute spend rate against your budget settings, consider adding hourly budget controls, and check for overly broad targeting.

</details>

<details>

<summary>Ads not serving</summary>

Verify the creative status is "Active" and its state is "Running," check that it's associated with an active campaign, and ensure media files are uploaded correctly to the CDN.

</details>

***

## PE Account: Creating an Advertiser

### Getting Started

**How to Access Advertiser Creation:**

{% stepper %}
{% step %}

### Go to the Advertisers List

Go to **Advertiser Module** → **Advertisers List** tab.
{% endstep %}

{% step %}

### Create an advertiser

Click the **+** icon in the top-right corner of the table grid.
{% endstep %}

{% step %}

### Open the form

The **New Advertiser** form will open.
{% endstep %}
{% endstepper %}

### Step 1: Complete the General Tab

{% hint style="info" %}
Complete and save the General tab before any other configuration tab becomes available.
{% endhint %}

Complete all mandatory fields (marked with a red line on the left side):

* **Advertiser Name (required):** A clear, identifiable name for your client.
* **Business Partner (Optional):** Associate with the relevant business partner to provide the buyer with analytics access.
* **Tech Fee (Optional):** Percentage deducted from bids (default = 0%).

{% hint style="info" %}
**Understanding Tech Fee**

**What it is:** A percentage automatically deducted from all of the advertiser's bids.

**When to use it:**

* The advertiser sends gross bid prices.
* A universal fee applies to all bids for this advertiser.

**Reporting impact:**

* **Spend** – net amount after tech fee deduction.
* **Gross Spend** – original amount before deduction.

**Tip:** Set a default tech fee for your entire account in **Settings → Pricing**.
{% endhint %}

* **Integration Type (required):** Select one type from the drop-down list. Gamoshi supports presets for major DSPs/SSPs in the industry, Server HB, and Internal (Tags/Creatives). If your custom integration isn't part of the preset list, select the generic "Open RTB" template.

{% hint style="info" %}
**Header Bidding Integration Parameters**

Some parameters support macros. When this is available, an additional selection box lets you choose between **Value** and **Macro**.

If you choose a macro, you must add the relevant mapping rules to this advertiser to support it. See the [*Mapping Rules*](/gamoshi-wiki/general-information/mapping-rules.md) documentation for full details.
{% endhint %}

* **Expiration Time Section (Optional):** If the advertiser doesn't send the expiration time in the response and no value is declared here, the system default of 45 minutes applies. Changes to expiration time in the Advertiser General tab should match the advertiser's preferences. If the advertiser includes an expiration value in the response and one is also declared in this section, the system uses the higher of the two values.

Click **Save** to continue; other configuration tabs will now become available.

### Step 2: Integration Tab

For some advertisers in the preset list (custom integration types), the connection mapping appears under the **Integration** tab. Completing these details is required to finalize the preset connection setup.

For any additional mapping rules, use the [**Mapping rules**](/gamoshi-wiki/general-information/mapping-rules.md) tab (see below).

### Step 3: Configure Advertiser-Level Settings

After saving the General tab, configure these foundational settings, which apply to all campaigns under this advertiser.

#### Filtering & Targeting tab

* **Purpose:** Set master targeting rules that apply to all campaigns. *For detailed filter creation, see the* [Advertiser Filters Guide](/gamoshi-wiki/general-information/advertiser-and-campaign-filters.md) *→*
* **What to configure:**
  * Creative format (media type, ad size, etc.)
  * Content filters (website/app categories, etc.)
  * Location filters (country, GPS/IP location type, precision, etc)
  * Device filters (type, model, operating system, etc)
  * Advertiser-level settings always override campaign/creative-level settings.

#### Capping

* **Purpose:** Control spending limits and delivery pacing. *For detailed Capping creation, see the* [*Capping Guide*](/gamoshi-wiki/general-information/capping-metrics.md) *->*
* **Budget requirements:** Minimum Hourly Budget $2.00; Minimum Daily Budget $10.00.
* **Best practices:**
  * Set budgets higher than your 5-minute spend rate.
  * Allow 3–5x your typical 5-minute spending for proper pacing.
  * Changes may take a few minutes to take effect.
* **Available controls:** daily, hourly, and total budget limits; impression and click caps; QPS controls.
* **Key points:**
  * Most parameters are daily-based (reset every 24 hours); exceptions are Max QPS, Total Budget, and Hourly Budget.

#### Lists tab

* **Purpose:** Manage allowlists and blocklists for brand safety. *For detailed Capping creation, see the* [*Lists Guide*](/gamoshi-wiki/general-information/lists-types.md) *->*
* **Strategy decision:** choose one approach per targeting type — don't mix allowlists and blocklists of the same type.
  * **Allowlist strategy (strict control):** define exactly where ads can appear; best for premium brands and sensitive industries.
  * **Blocklist strategy (general protection):** exclude problematic sites while allowing broad reach; best for performance campaigns and established advertisers.

### Step 4: Mapping Rules Tab

View associated mapping rules, edit/pause/archive them, update the rule's data records, and create a new mapping rule to associate with the advertiser. See How to create a mapping rule for the full manual. *For detailed Mapping Rules creation, see the* [*Mapping Rules Guide*](/gamoshi-wiki/general-information/mapping-rules.md) *->*

### Step 5: Campaigns Tab

{% hint style="info" %}
*Available for PE enterprise tier only.*
{% endhint %}

This tab lists the advertiser's campaigns, where you can pause/activate, archive, and duplicate them.

For advertisers with an integration type other than "Internal" (i.e., DSP advertisers), an automatic default campaign is created for you, letting you add inventory entities directly to the campaign's audience. You can also add as many manual campaigns as needed.

*For detailed Campaign creation, see the* [*DSP Campaign Guide* ](/gamoshi-wiki/how-to-guides/how-to-create-a-dsp-campaign.md)*and* [*PE Campaign Guide*](/gamoshi-wiki/how-to-guides/how-to-create-a-pe-campaign.md)*.*

### Step 6: Creatives Tab

{% hint style="info" %}
*Available for ‘Internal’ integration type (DSP advertisers) only.*
{% endhint %}

View the creatives associated with the advertiser. Pause/activate, archive, associate lists, and duplicate creatives from here. You can also create new creatives associated with the advertiser from this tab. *For detailed Creative creation, see the* [*Creatives Guide*](/gamoshi-wiki/how-to-guides/how-to-create-a-creative.md) *->*

***

## Related articles

* [Advertisers](/gamoshi-wiki/core-entities/advertisers.md)
* [Campaigns](/gamoshi-wiki/core-entities/campaigns.md)
* [How to create a DSP Campaign](/gamoshi-wiki/how-to-guides/how-to-create-a-dsp-campaign.md)
* [How to create a PE Campaign](/gamoshi-wiki/how-to-guides/how-to-create-a-pe-campaign.md)
* [Advertiser & Campaign Filters](/gamoshi-wiki/general-information/advertiser-and-campaign-filters.md)
* [Capping metrics](/gamoshi-wiki/general-information/capping-metrics.md)
* [Mapping rules](/gamoshi-wiki/general-information/mapping-rules.md)