Overview
The Impression Pacing feature allows DSP users to control campaign delivery not only by budget, but also by a target number of impressions over a defined time period. This provides more predictable delivery and greater flexibility for campaigns that require impression-based goals in addition to budget constraints.
This feature is designed for DSP users who are familiar with pacing campaigns by budget only and can now pace by budget and impressions simultaneously.
Campaigns will stop automatically when either the impression goal or the budget is reached.
When to Use Impression Pacing
Use Impression Pacing when:
- You need to closely control or cap the number of impressions delivered
- Campaigns are tied to impression-based commitments or forecasts
- You want more even delivery across the campaign flight
- A budget alone is not sufficient to manage delivery expectations
You can still use budget-only pacing if impression control is not required.
How Impression Pacing Works
When Impression Pacing is enabled:
- You define a target number of impressions for the campaign – Lifetime or Monthly
- You continue to define a total budget
- The DSP optimizes delivery throughout the campaign using one pacing driver and two stop conditions. The impression goal serves as a delivery cap, while normal auction dynamics remain in effect.
The system dynamically adjusts bid participation and delivery speed to stay on track for:
- Budget spend
- Impression volume
- Campaign start and end dates
If conflicts arise, the DSP will balance delivery based on availability, auction dynamics, and pacing rules.
Configuration Steps
- Create or edit a campaign
- Navigate to the Budget & Bid section
- Enter the target number of impressions for the Lifetime or Monthly goal
- Set the campaign budget or use the account’s budget
- Save and activate the campaign
Expected Outcome
With Impression Pacing enabled:
- Campaign delivery is smoother and more predictable
- Impression targets are met more consistently over time
- Budget is spent in alignment with impression delivery goals
Reporting & Monitoring
Once the campaign is live, you can monitor:
- Delivered impressions vs. impressions goal
- Budget spent vs. total budget
- Existing metrics such as dates, clicks, conversions, etc.
These metrics are available in “My Campaigns.”
Common Questions & Troubleshooting
The campaign is spending its budget but not hitting its impression targets
Possible reasons:
- Limited available inventory
- High competition or low win rates
- Targeting constraints
Recommendation: Review targeting settings, bid strategy, and inventory availability.
The campaign is behind on impressions near the end of the campaign
The DSP may increase delivery aggressiveness, but impression delivery is still subject to auction dynamics.
Recommendation: Allow sufficient duration for the campaign and avoid overly restrictive targeting when impression goals are critical.
Can I use impression pacing without a budget?
No. A budget is still required. Impression pacing works in addition to, not instead of, budget controls.
What happens if the impression goal is reached before the budget is spent?
The campaign will stop automatically once the impression goal is reached, even if the budget remains.
What happens if the budget is spent before the impression goal is reached?
The campaign will stop once the budget is exhausted. Impression delivery may be below target due to CPMs, competition, or inventory constraints.
Best Practices
- Set realistic impression targets based on forecasted inventory
- Avoid very short campaigns when impression delivery is critical
- Monitor early in the campaign to allow time for adjustments
- Use impression pacing primarily for campaigns with clear delivery commitments
*Impression pacing does not guarantee impression delivery and should not be used as a substitute for guaranteed or reserved buying.
Last Updated
February 2026
DSP Product Team