Best Practices: Buying through a Third-Party DSP

Below you will find recommendations and tips for running successful campaigns across LiveIntent’s premium publisher inventory, using a third-party DSP. 


Campaign Setup

  • Create a separate line item or strategy and select LiveIntent Exchange as the inventory/supply source.


Bidding Strategy

  • Set a max CPM of around $10 for Run of Exchange (ROE).
  • Set a max CPM of around $12-15 if the campaign is running on an allow list, or if first- or third-party data segments are being used for targeting.
    • The average eCPM will be between around $1.50-5, depending on the campaign type and targeting in place.



  • We recommend running campaigns across the full LiveIntent network of publishers to maximize scale, to start.
  • After running, optimize campaigns to include only the top performing domains.
    • Create custom allow lists from the full list of LiveIntent publishers.
    • Include at least 40 publishers in an allow list.
    • Note: The LiveIntent team will gladly assist you to build optimal allow lists.
  • Leverage any first- and/or third-party data segments available in the DSP.
  • Do NOT include a frequency cap.
    • Note: A frequency cap is not necessary, because the average user across LiveIntent inventory is only opening 1-2 emails a day.


Creative and Tags

  • Use an approved creative format:  
    • JavaScript with static back up
    • Note: Due to JavaScript restrictions in the email channel, all JavaScript tags MUST have the “no script”/static back up enabled. This way, a static image can be served.
  • Use an approved creative size:
    • 300x250
    • 728x90
    • 160x600
    • 300x600
    • 970x250
    • 970x550
    • Note: Ads that are size 300x250 and 728x90 have the greatest scale across LiveIntent inventory.
  • Leverage as many creative sizes and concepts as possible to increase scale and performance.
  • Declare all third-party tracking tags
    • Note: There is a maximum of two third-party tracking tags
    • Note: Do NOT include wrapped tags or blocking tags. Wrapped tags will not serve, due to JavaScript restrictions. Use monitoring pixels ONLY.

Native guidelines

LiveIntent has native integrations with DV360, The Trade Desk, MediaMath, Basis, Xandr, and Verizon Media. While creative specs can vary from one DSP to another, LiveIntent has its own native templates and best practices optimized for the email channel.

  • 300x250 and 970x550 units' descriptions can accept up to 150 characters
  • 970x250 units' descriptions can accept up to 200 characters
  • The main image of 300x250 and 970x550 units will be expanded when they can be (when titles and descriptions are short enough).
  • Headlines should capture the user's attention. Many DSPs will provide options for short and long headlines, in which case we recommend having both for the best scale.
  • Calls to action should encourage the user to click through to the landing page, which should match the creative concept for a consistent story. Options like "Learn More," "Watch Now," or "Get Started" tend to drive more clicks.



  • View reporting on key metrics in your DSP console.
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