This setting determines the delivery priority of bookings, where 10 represents the highest priority and 80 the lowest. The system selects and serves bookings on a placement based on these priority levels, starting with bookings assigned priority 10, then 20, 30, and so on.
If two bookings target the same placement, one with priority 10 and the other with priority 50 (let's say), Passendo will first attempt to serve the higher-priority campaign (in this case, the one with priority 10), provided that its budget, impression cap per user, and targeting conditions allow. A lower-priority booking (such as the one with priority 50) will only be considered afterward, even if its force switch is toggled to "yes."
Activating the force switch means that the booking will attempt mandatory delivery on all eligible impressions, subject to its set budget, priority level, and targeting constraints. However, priority remains the dominant rule; being "forced" does not override it. The system continues to select and serve bookings by priority level first: 10, then 20, 30, and so forth.
When multiple bookings across different campaigns share the same priority level, the system uses the eCPM value to determine which booking is served first. Pacing, frequency capping, geolocation targeting, and other campaign parameters may also influence that decision.
That said, if more campaigns have the same priority and only one of them is "forced," the forced campaign will be shown on all impressions, as long as delivery constraints (budget, targeting, etc.) permit.
Depending on the publisher’s ad-serving strategy, multiple priority levels may be used simultaneously, each reserved for a specific purpose.
Example Setup:
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10 – Reserved for sponsorship (SOV) campaigns. This highest-priority tier is used for exclusive placements, ensuring ads are first served in eligible impressions.
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20–30 – These are used for direct-sold campaigns, either on CPC or CPM basis. These bookings can auto-optimize based on eCPM.
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40–60 – Allocated to demand coming from the Passendo Exchange. Notably, priority 50 serves as a balance point, ideal for campaigns optimized by Passendo’s algorithm for performance (e.g., revenue or CTR).
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70 – Typically used for house campaigns, potentially optimized on eCPM or at least on targeting and frequency controls.
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80 – Reserved for 1x1 fallback placements.