Gamoshi DSP: Entity Structure & Campaign Strategy Guide

Content

• 1. Entity structure mapping

• 2. Business Partner and Advertiser Overview

• 3. Campaign creation workflow

• 4. Creative-Level Configuration & Features

• 5. Optimization models
• 6. Best practices for performance activity

1. Entity Structure Mapping

Gamoshi DSP hierarchy has four levels of entities: Business Partner-> Advertiser-> Campaign -> Creative.

• Level 1 - Business Partner - the "umbrella" account. Usually represents the agency or the holding company.

• Level 2 - Advertiser - high-level container. Used for global settings, brand-wide blocklists, and advertiser-level filters.
• Level 3 - Campaign - The execution level. This is where budget, flight dates, targeting, and optimization models are managed.
• Level 4 - Creative - The actual asset (banner, video, native) attached to the campaign.

Understanding the Gamoshi hierarchy is best done by comparing it to the industry standard, Google Display & Video 360 (DV360).

2. Business Partner and Advertiser Overview

2.1 Business Partner (The Administrator)

The Business Partner is the administrative "root" of the ecosystem. It is primarily used for:

• User Permissions: Managing team access levels across all child accounts.
• Multi-Advertiser Oversight: Viewing aggregated performance data.
• Seat Management: Handling specific bidder IDs for various supply exchanges.

2.2 Advertiser (The Brand Controller)

The Advertiser level acts as a "Brand Safety Shield" for all child campaigns. Key features include:

• Global Filters: Setting mandatory rules (e.g., viewability or device exclusions) that apply automatically to all campaigns.
• Master Lists: Centralized management of global domain/app blocklists.
• Global Standing: Establishing the baseline "Score" for the brand's campaigns.

3. Campaign Creation Workflow

Creating a campaign is a two-step process.

Step 1: The General Tab (Required)

You cannot access advanced targeting until the General Tab is completed and saved.

• Campaign Name: Use a clear naming convention (e.g., DE_Mobile_Web_Performance_Q2).
• Campaign Score: (Range 0-10) This acts as a priority lever. Use a higher score to prioritize one campaign over others within the same advertiser.
• Budgeting Logic:

• Total Budget + End Date: The system paces spend over the flight.
• Daily/Hourly Caps: Essential if no end date is set to prevent "budget bleed."

• Traffic Source: Default is "All Traffic." Use specific inventory/audience sources only if required for a PMP (Private Marketplace).

Step 2: Advanced Tabs (Unlocks after Saving)

• Filtering & Targeting: Set specific rules for Geo, Device, OS, Browser, etc. Note that Advertiser-level filters always override Campaign-level filters.
• Capping: Set Frequency Caps (e.g., 3 impressions per user per 24 hours) to manage ad fatigue.
• Lists: Associate relevant allow lists and block lists
• Creatives: Associate your assets. A campaign will not serve without at least one active creative.

4. Creative-Level Configuration & Features

While the Campaign level sets the primary rules, Gamoshi allows for granular overrides at the Creative level. This is particularly useful for A/B testing or specific tactical delivery.

4.1 Pricing Override (Bid Price)

• Function: You can override the Campaign's global ECPM for a specific creative.
• Use Case: If a specific video asset is high-value or requires a higher bid to win premium inventory, you can set a higher ECPM for just that asset while keeping the rest of the campaign at a lower base bid.

4.2 Geographic Filtering

• Function: Individual creatives can have their own Country Filters.
• Use Case: In a multi-regional campaign, you can associate "French-language banners" only with traffic from France and "German-language banners" only with traffic from Germany, all within the same Campaign entity.

4.3 Allow Lists & Block Lists

• Function: You can associate specific Lists (App bundles, Site domains, IP addresses) directly to a creative.
• Use Case: Restricting a specific creative to a "Premium Sports Sites" allow list while the broader campaign targets general news.

5. Optimization Models

Gamoshi offers two primary delivery logics that dictate how the algorithm spends your money:

Reach (Default)

• Goal: Maximum unique audience coverage.
• Best For: Brand awareness, new launches, and gathering initial data.
• Logic: Spreads impressions as widely as possible.

CTR Mode (Performance)

• Goal: Engagement and clicks.
• Best For: Performance activities (CPA/ROI goals).
• Requirements:

1. Warm-up: Requires several thousand impressions in "Reach" mode first.
2. Valid URLs: Every creative must have a valid click-through URL.
3. Threshold: You must define a minimum target CTR (default is 0.1%).

6. Best Practices for Performance Activity

6.1 The "Warm-up" Strategy

Do not start a performance campaign in CTR Mode. Launch in Reach Mode for 48–72 hours to gather baseline data before switching.

6.2 Budget and QPS Safety Nets

Always set a Daily Budget even if you have a Total Budget to prevent "budget bleed" during traffic spikes. You can also use the QPS Capping (=Queries per second) capping to limit the amount of traffic streaming into a campaign.

6.3. Score Management

Use the Campaign Score to ensure your most important campaign wins the internal auction when multiple campaigns target the same audience.

6.4. Targeting Hierarchy

Keep targeting broad at the Advertiser level and use the Campaign level or Creative level for specific tactical exclusions to avoid under-pacing.

6.5. Creative Refresh

Monitor associations in the Creatives Tab. Pause assets falling below 50% of your target CTR to shift budget to higher-performing variants.