Purchase audio inventory

Add an audio line item to an insertion order to serve audio creatives.

Create an audio line item

1. Start in an existing insertion order or create a new one.

2. In your insertion order, click New line item.

3. Pick Audio. 

   Note: For YouTube audio inventory pick YouTube & partners audio and follow the steps for creating YouTube & partners audio line items.

4. Enter the following information for your line item:

   • Name for your line item.

     You can create your line item as a "Draft" if you don't want it to be eligible to serve once you've saved it here. If you do want it to immediately serve as soon as its start date has occurred, create the line item as "Active."

   • Your line item's targeting. Target Google Ad Manager as an exchange to access open auction audio inventory, or use deals for additional audio inventory. For more information, see Supported Audio & Video Exchanges.

   • Your line item's flight dates.

   • Your Budget and Pacing settings.

   • Your bid strategy. Choose fixed bid or automated bidding. If you select automated bidding you can choose to maximize conversions or target CPA. If you choose target CPA, set your target bid.

     About CPM rates for audio impressions

     Rates for audio placements are significantly higher than the rates for standard display impressions. We recommend setting CPM rates for audio with the same strategy you’d use for video inventory. For more guidance on CPM rates for audio, contact your account manager.

     About CPA bidding for audio

     Targeting CPA uses conversion data from your campaign (based on the Floodlight activities you set up) to predict the likelihood that an engaged user will convert. Display & Video 360 uses this prediction to manage your bids to maximize conversions at your target CPA.

   • The line item's frequency cap.

   • The creatives you want to use with this line item. Learn more about our guidelines for audio creatives.

     A line item won't be serveable until one or more creatives assigned to the line item is approved.

   • Your method for conversion tracking.

5. Click Create once you're done.

Limitations

Most audio inventory is available through mobile apps, which creates certain limitations on the way that Display & Video 360 can purchase inventory.

For audio impressions purchased on mobile apps:

• Third-party brand safety targeting isn’t supported.
• The ads.txt file used to identify Authorized Digital Sellers can’t be set. Make sure you include inventory from non-participating publishers in your inventory targeting for audio line items.
• Frequency caps on mobile apps are enforced across a single device under specific circumstances. For all creative types, frequency capping only works when the publisher is passing a cookie from the device (same as Device ID). While this is possible with audio, it’s not as common. Check with the publisher to confirm. For more information, see Set frequency caps.

Some targeting options aren't supported by audio line items, including:

• Viewability
• Video targeting
• User-rewarded content