General Options

The General tab contains the basic options that apply to every campaign. If you created an advanced campaign, additional options are available in the Advanced section at the bottom of this tab.


Initial Status: Specify whether you want to allow the campaign to start spending immediately once you save it. Note that flight dates still apply, so if you specified a date range that in the future, the campaign cannot spend until that time.

Campaign Name: To make it easy to find your campaign later, give it a descriptive name. For example, a retargeting campaign for ABC Plumbing might be called “ABC Plumbing – Retargeting.”

Default CPM Bid: Set the amount you want to spend for 1000 impressions and enable bid multipliers if necessary.

Minimum Daily GBO Budget: If the group that this campaign belongs to uses group budget optimization (GBO), you can set a minimum campaign budget to prevent the optimizer from reducing spend to $0.00 for this campaign. Select Use Minimum Campaign GBO budget and enter the minimum spend for this campaign. Select Use Group Daily Budget to not set a minimum and allow GBO to allocate the entire group budget.

Cross-Device: Enable cross-device support to consider unique viewers rather than individual devices for frequency capping, audience extension, and conversion attribution. See Cross-Device Support for more information.

Frequency Cap: Specify how many times you’d like your ads to be shown to an individual device or user. Frequency caps apply to individual devices by default and to users if the campaign uses cross-device support. By default, most campaign types deliver up to 3 ads every 12 hours, and retargeting campaigns deliver up to 20 ads every 24 hours.


See Budget for more details about these options.

Budget: Enter the maximum budget and select the budget type to determine how this budget applies (Daily or All Time.)

Pacing: Select the pacing options to determine how to spend the campaign budget.

Flight Dates: Set the start and end dates for your campaign.

Day Parting: Select the hours of the day for your campaign to bid on impressions.


Use Basis DSP's optimization technology to automatically maximize campaign performance. See Optimization to learn more about algorithmic and machine learning optimization.


To keep track of the success of your campaign, you can use tracking pixels to report when a viewer takes a particular action after seeing or interacting with your campaign. See Conversion Tracking: The Basics and Setting Up Conversion Tracking for more information.


Turn Measure Viewability on if you want to track the number of impressions that you won that were viewable (that is, actually appeared on the screen). See Viewability to learn more.


If you created an advanced campaign, you'll find additional options here in the General tab.


Advanced campaigns can deliver videos, so you'll find the full suite of video-related options here. If your campaign doesn't use video creatives, leave this option unchecked. See Video Campaigns to learn more about these options.

Platform / Inventory Type

Select the inventory that you want to target:

  • Desktop Web
  • Mobile Web (optimized)
  • Mobile Web (unoptimized)
  • Mobile Apps
  • Other

Mobile Carriers

If your campaign includes mobile web or apps, you can target mobile users on a specific carrier or carriers.

Mobile Connection Types

If your campaign includes mobile web or apps, you can target mobile users via Wi-Fi or mobile data only.


Contextual targeting lets you ensure that your ads appear on pages that meet your topical criteria. For example, a campaign for sunscreen might want to advertise on pages with sports and outdoor recreation content.

Page Position

If you want to control where on the page (above or below the fold) your ad appears, enable Page Position and select your options.

Many impressions do not specify a page position, so if you deselect Unknown impressions, it could severely limit the number of available impressions.

Brand Protection

Brand protection is a form of contextual targeting that sets criteria for the kinds of content that you don't want your campaign appearing next to.

Audience Capture

This feature allows you to add viewers who have either clicked or converted on the tactic to an audience without an additional tracking pixel.

Ad Optimization

Ad optimization allows you to split impressions between test creatives and distribute impressions to the best-performing ads. This can be used in conjunction with algorithmic optimization or machine learning optimization.


You can add your private marketplace deals to the campaign.

Next Step

Once you have set up your campaign's general options, you can move on to the Locations tab.

Note: Depending on the type of campaign you created, the next step may vary.