Use the Reallocation Feature

Without Reallocation implemented, the daily variance in impression buys driven by nightly Rebalancing can unexpectedly and unnecessarily block space that could otherwise be sold by a seller as a full “spot.”

The following are some of the benefits that Reallocation brings:

• Maximizes revenue by allowing the flexibility to reallocate "repetitions" or "impressions".
• Yield optimization by optimizing the outcome of your network at the availability check process (before holding or booking).
• No manual re-shuffling of line items(increased operational efficiency).
• Reduces the “holes” often associated with booking digital line items.
• Creates opportunities to fit new line items that would previously have been declined due to perceived lack of availability.
• Avoids the unexpected and unnecessarily blocking of “full spots” that might occur through the daily variance in impression buys driven by nightly rebalancing.

Reallocation selects line items to re-shuffle by determining the range date based on the line item start date and end date. Then, it searches all the line item's goals type that can be reallocated to help achieve the new line item.

Note: When a user holds a line item, Reallocation is triggered. If the user then decides to release the hold, the reallocation of line items is not undone.

For more information on how Reallocation works, contact Broadsign Services.

When enabled, Reallocation allows you to readjust the saturation of existing line items within the campaign parameters to maximize the space available.

The following types of buys are supported:

• Budget Goal Type of Buy
• Impressions Goal Type of Buy
• Play Goal Type of Buy
• Average SoV
  • Campaign Average SoV
  • Daily Average SoV
  • Daily Average Per Screen SoV

Note: Reallocation does not apply to Takeovers.

The following table describes Reallocation behavior for each type of buy supported:

Note: Reallocation will not take into account partial availability solutions for the Frequency, Fixed SoV, Campaign Average SoV, Daily Average SoV, or Daily Average SoV per screen types of buy. This is because partial availability solutions would not align with the main goal of the buy type. For these types of buy, from the perspective of Reallocation, the goal can either be achieved in full or not at all. Therefore, if a fully available solution cannot be found, no reallocation of any blocking line items will be carried out, and the system will revert to the standard availability approach.

Reallocation considers the Rebalancing Priorities set in the Domain settings only for line items held or booked after Reallocation is enabled. Line items that were already held or booked before Reallocation was enabled are considered fixed and their distribution cannot be affected by Reallocation.

The following describes the redistribution of line items according to their priority:

• P1 line items can trigger a redistribution of other P1 line items, and P2, P3, and P4 line items.
• P2 line items can trigger a redistribution of other P2 line items, and P3 and P4 line items.
• P3 line items can trigger a redistribution of other P3 line items, and P4 line items.
• P4 line items can trigger a redistribution of other P4 line items.

When reallocating line items at the time of booking, lower priority items will not be allowed to under deliver at the expense of higher priority ones. Instead, the lower priority items will be redistributed to accommodate the higher priority ones.

Note: If a campaign has multiple line items with different priorities, the highest priority will be used by Reallocation to find which items can be re-shuffled.

The following parameters are supported by Reallocation:

• Maximum Saturation on the domain level will cap the goals-based line items (repetitions, impressions and budget), SoV campaign average, SoV daily average and SoV daily average per screen.
• Multi Time Zone.

The following parameters are not supported by Reallocation and will not trigger it:

• A mix dwell and prorated screens in the same line item.
• Campaigns with line items that have start dates/times in the past.

Note: Guaranteed Campaigns settings are available only to users assigned the Admin or Direct Sales Admin role. For more information, see User Permissions.