Campaign Setup
Part of Programmatic brand suitability
Recording campaign-level suitability exceptions
Document the reason, scope, approval, platform limits and expiry of a programmatic brand suitability exception.
A campaign-level suitability exception is a documented decision to treat a context differently for one campaign. Before changing a setting, record the reason, exact inventory, dates, approver, implementation and review plan. “Allow this deal” does not identify which suitability requirement the brand intends to change.
State the exception against the baseline
Start with the approved advertiser-wide rule. Explain why it is too broad or too restrictive for this campaign’s message. Identify the content, inventory and environments involved. Distinguish a policy exception from a delivery problem: a deal may fail to spend because of creative, bidding or other targeting conditions.
Field / What to capture
- Baseline rule
- The setting and policy it represents
- Requested difference
- What this campaign may include or must avoid
- Reason
- Reviewed examples and the campaign need
- Scope
- Line items, deals, markets, formats and dates
- Authority
- Requester, brand approver and implementer
- Remaining controls
- What still applies and when to stop the exception
- Verification
- Saved-setting, delivery and expiry reviews
A hypothetical public information campaign might accept factual reporting on a sensitive event that a product promotion would avoid. Its record should name the acceptable context and campaign, rather than simply say “news approved”.
Confirm what the platform can express
Before relying on a platform setting, confirm in current documentation whether it can express the requested exception and what settings it affects. Check eligibility and limitations for the specific campaign and inventory.
Document what the control changes and whether it affects other suitability settings as well as the requested one. Do not assume it changes only the policy in question.
The available control may therefore be wider than the requested policy change. Record that difference and obtain a decision on the actual option. A narrower campaign-level control may add a restriction, but should not be assumed to reverse an inherited exclusion.
Verify and close
Before activation, capture the saved setting and affected deal or line-item IDs. Once delivery begins, inspect placements and relevant filtered-request reasons within the exception’s scope and dates, using reporting available for the campaign. A saved setting alone does not show where ads served.
Give the exception an end date or review trigger. At closure, record whether it was removed, renewed or incorporated into baseline policy, along with the approver and settings checked. This keeps a temporary decision from becoming an unexplained standing rule.
