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      How to create an Advertiser (DSP)

      This article is a step-by-step guide on how to create an Advertiser

      Content

      Overview

      This comprehensive guide provides step-by-step instructions for creating a new advertiser within your DSP account. An advertiser represents your client or buyer account, which will facilitate the execution of advertising campaigns and manage all associated campaigns, creatives, and targeting settings.

      **Note:** To receive traffic, each advertiser must have at least one active campaign. This guide will take you through the entire setup process, from advertiser creation to launching your first campaign.

       

      Getting Started

      How to Access Advertiser Creation:

      1. Go to Advertiser Module → Advertisers List tab
      2. Click the '+' icon in the top-right corner of the table grid
      3. The "New Advertiser" form will open

       

      Step 1: Complete the General Tab (Required First)

      Why Start with the General Tab:

      The General tab contains essential advertiser information and must be completed and saved before any other configuration options become available.

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

      • Advertiser Name (required): Clear, identifiable name for your client
      • Business partner: associate with the relevant business partner to provide analytics access to the buyer.
      • Tech Fee: Percentage deducted from bids (default = 0%)

      Understanding Tech Fee

      What is it? A percentage is automatically deducted from all advertiser bids.

      When to use:

      • Advertiser sends gross bid prices
      • Universal fee applies to all bids for this advertiser

      Reporting Impact:

      • Spend: Net amount after tech fee deduction
      • Gross Spend: Original amount before deduction

      Pro Tip: Set a default tech fee for your entire account in Settings → Pricing section

      Save to Continue:

      Click 'Save' after completing the General tab. Other configuration tabs will now become available.

       

      Step 2: Configure Advertiser-Level Settings

      After saving the General tab, configure these foundational settings that will apply to all campaigns:

      Filtering & Targeting (Detailed Guide →)

      Purpose: Set master targeting rules that apply to all campaigns

      What to configure:

      • High-level filters: Broad audience parameters
      • Location targeting: Geographic rules using latitude/longitude/radius
      • Content filters: Website categories and content types

      Key Points:

      • Most parameters are daily-based (reset every 24 hours)
      • Exceptions: Max QPS, Total Budget, Hourly Budget
      • Advertiser settings always override campaign/creative level settings

      Location Targeting Setup:

      • Include (In): Show ads only within defined areas
      • Exclude (Not In): Hide ads from defined areas
      • Coordinates: Latitude (-90 to 90), Longitude (-180 to 180), Radius (minimum 10 meters)

      Capping 

      Purpose: Control spending limits and delivery pacing

      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 frequency caps
      • Quality score thresholds
      • Bid pacing controls

      Lists (Detailed Guide →)

      Purpose: Manage allowlists and blocklists for brand safety

      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, sensitive industries

      Blocklist Strategy (General Protection):

      • Exclude problematic sites while allowing broad reach
      • Best for: Performance campaigns, established advertisers

      Available List Types:

      • Website domains (e.g., cnn.com, facebook.com)
      • Mobile app bundles (e.g., com.instagram.android)
      • User segments and behavioral audiences
      • Content categories and keywords
      • Geographic locations and device types

      Step 3: Create Your First Campaign

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

      Quick Campaign Setup:

      1. Go to the Campaigns tab in advertiser details
      2. Click '+' to create new campaign
      3. Complete required fields:
        • Campaign name
        • Traffic source selection
        • Start date (as default - day of creation)
        • End date (required if daily/hourly budgets are not set)
        • ECPM pricing
        • 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).
        4. Save to unlock additional campaign tabs.

      For detailed campaign creation, see our Campaign Creation Guide →

      Step 4: Create and Associate Creatives

      Campaigns need active creatives to serve ads.

      Supported Creative Types

      Banner Creatives:

      • Image files (JPG, PNG, GIF)
      • HTML code for interactive banners

      Video Creatives:

      • Video file uploads
      • VAST URL (external video tags)
      • VAST Inline (embedded video code)

      Audio Creatives:

      • Audio file uploads
      • VAST TAG (external audio tags)
      • VAST Inline (embedded audio code)

      Creative Setup Process

      1. Go to the Creatives tab in the advertiser details
      2. Click '+' to create new creative
      3. Choose media type and upload content
      4. Associate with your campaign
      5. Set creative to "Active" status

      For detailed creative creation, see our Creative Creation Guide →

      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 campaign date range

      Campaign States to Monitor:

      • Running: Campaign is live and serving ads
      • Pending: Future start date - will start automatically
      • 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:

      1. Start Simple: Use basic targeting and generous budgets initially
      2. Test Small: Create one campaign with conservative settings
      3. Monitor Closely: Watch spend patterns for the first 24-48 hours
      4. Iterate Gradually: Add complexity after understanding baseline performance

      For Account Managers:

      1. Plan Hierarchy: Design advertiser-level settings for consistency
      2. Document Strategy: Record targeting and budget rationale
      3. Set Expectations: Explain processing delays and budget behavior to clients
      4. Monitor Performance: Use the Totals Bar for budget tracking

      For Advanced Users:

      1. Leverage Layering: Use advertiser + campaign + creative level targeting strategically
      2. Optimize Budgets: Set multiple budget types for precise control
      3. Test Systematically: Clone campaigns for A/B testing different approaches
      4. Scale Efficiently: Use bulk actions from Advertisers Module → Campaigns/Creatives

      Troubleshooting Common Issues

      Advertiser Setup Issues:

      Cannot access other tabs:

      • Ensure the General tab is completed and saved
      • Check all mandatory fields are filled (red line indicator)

      Tech fee not calculating correctly:

      • Verify the percentage is entered correctly 
      • Allow processing time for changes to take effect

      Campaign Issues:

      Campaign not receiving traffic:

      • Verify the advertiser has at least one active campaign
      • Check campaign state is "Running" not "Pending" or "Stopped"
      • Ensure the current date is within the campaign date range

      Budget overspend:

      • Review 5-minute spend rate vs. budget settings
      • Consider adding hourly budget controls
      • Check for targeting that's too broad

      Creative Issues:

      Ads not serving:

      • Verify creative status is "Active" and state is "Running"
      • Check that the creative is associated with an active campaign
      • Ensure media files are uploaded correctly to the CDN