Knowledge Base

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 a whitelist, 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 whitelists from the full list of LiveIntent publishers.
    • Include at least 40 publishers in a whitelist.
    • Note: The LiveIntent team will gladly assist you to build optimal whitelists.
  • 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:  
    • HTML5 standard tags
    • 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
    • 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.



  • View reporting on key metrics in your DSP consule.
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