Smart Optimization

Modified on Wed, 20 Aug at 9:36 PM

What it is

Smart Optimization is a proprietary, AI-powered bidding system that continuously adjusts bids in real-time to maximize campaign outcomes based on the selected campaign goal. It analyzes both DPG Media network-wide data and campaign-specific signals, learning continuously from live performance data. Smart Optimization dynamically responds to a wide range of factors, such as: inventory availability, placement and page context, first party audience segments from the DPG Media network, device type, operating system, time of day, geography and specific Seamless Ad Format characteristics. This enables smarter bidding — driving maximum performance within the given budget.

How it balances performance and delivery:

Smart Optimization aims to find the ideal balance between delivery and outcome. This means it will automatically adjust the goal value it optimizes toward, depending on whether budget pacing is on track or falling behind. When pacing is on schedule, Smart Optimization will focus on further maximizing outcomes to deliver the best possible performance within budget. When pacing is lagging, it will intelligently relax the goal value to prioritize delivery. The range within which these adjustments occur is always guided by dynamically updated DPG Media network benchmarks, ensuring that all automated decisions stay within acceptable boundaries and align with network best practices. In other words, it never over-optimizes at the cost of quality.

Smart Optimization Strategies:

Smart Optimization Strategy	Description	Notes	Recommended Campaign Goal
Smart CPM	Maximize impressions across Seamless formats, aiming for the lowest possible CPM per format within budget — while optimizing for viewability or video completion when delivery is on track.	With Smart CPM, you can combine different Seamless Ad sizes within a single ad group, while still ensuring the lowest possible CPM bid per size. This removes the need to create multiple ad groups with separate CPM bids. Please note, however, that it is currently not possible to combine Seamless Image ads with Seamless Video ads in the same ad group. In addition, Seamless Listing is not available when using Smart CPM.	Awareness, Engagement
Maximize clicks	Drive more traffic. Maximizes clicks within budget, focusing on the lowest possible cost per click.	For optimal results and to allow Smart Optimization sufficient time to learn, we recommend running the ad group for at least one week before drawing any performance conclusions. We also strongly recommend including a Seamless Listing alongside other Seamless Ad formats, due to its direct response nature and strong cost-per-click performance.	Action
Maximize viewable impressions	Delivers the most viewable impressions within budget at the lowest possible cost per viewable impression. Seamless Listing is not available within Smart CPM.	Due to the nature of this Smart Optimization Strategy — aiming for the lowest possible cost per viewable impression (vCPM) and therefore maximizing the total number of viewable impressions within budget — it may occur that when multiple Seamless Ad sizes are included in one ad group (e.g. Image, Image L, Image XL), delivery is not evenly distributed across the sizes, depending on the vCPM that can be achieved for each individual format. In some cases, one of the sizes may even end up receiving 0% of the impressions. If you prefer a more balanced distribution of impressions across different Seamless Ad sizes, while still maintaining strong viewability rates, we recommend switching to the Smart CPM Optimization Strategy.	Awareness, Engagement
Maximize video completions	Drives the highest number of video completions within budget at the lowest possible cost per completed view. Please note that only Seamless Video Ads are eligible to optimize to maximize video completions	Due to the nature of this Smart Optimization Strategy — aiming for the lowest possible cost per completed view (CPCV) and therefore maximizing the total number of completed video views within budget — it may occur that when multiple Seamless Video Ad sizes are included in one ad group (e.g. Video, Video L, Video XL), delivery is not evenly distributed across the sizes, depending on the CPCV that can be achieved for each individual format. In some cases, one of the sizes may even end up receiving 0% of the impressions. If you prefer a more balanced distribution of impressions across different Seamless Video Ad sizes, while still maintaining strong completion rates, we recommend switching to the Smart CPM Optimization Strategy.	Awareness, Engagement

Smart Optimization is only available for Seamless Ads ad groups, due to the unique characteristics and strong performance of DPG Media’s best-performing ad formats. For Display ad groups using Small IAB, Large IAB, or Outstream formats, optimization is based on manually entered CPM bids or automatic optimization toward a manually entered CPC, vCPM, or CPCV (for Outstream) goal.

Smart Optimization is currently not supported for Video (instream) campaigns.

In Q4 2025, Smart Optimization will expand to include Attention-based Optimization for Seamless Ads, powered by DoubleVerify.

Manual Bidding vs Smart Optimization:

Advertisers can always switch off Smart Optimization and enter manual CPM bids or optimize to a manually entered CPC Goal Value. However, Smart Optimization is generally recommended as it outperforms manual setups in most cases. If in doubt, run an A/B test with one ad group using Smart Optimization and one using Manual Optimization.

Setup instructions:

Smart Optimization is designed to make it as easy as possible for the user to drive the best campaign outcome possible within budget. During campaign creation:

Select your campaign goal (Awareness, Engagement, or Action)
In the ad group setup, you'll see recommended Smart Optimization strategies based on the selected goal
Select the Smart Optimization that best fits your ad group strategy
Alternatively, you can override the goal-based recommendations and select from all possible Smart Optimization strategies — though we advise aligning with your business goal.

Ongoing Management:

You can switch between Smart Optimization strategies at any time.
You can also revert to Manual Optimization if preferred.

Behavior notes:

Learning phase after duplication:
When duplicating an ad group, Smart Optimization will need to relearn. This can temporarily harm performance, especially in the first few days after duplication.
Pacing below 100%:
It’s not uncommon for daily pacing to fall below 100%. This usually isn’t a problem — Smart Optimization includes a pacing modifier that continuously adjusts bidding to real-time delivery signals. In most cases, the system self-corrects and brings the campaign back on track the next day.
Persistent underdelivery:
If your ad group is heavily underdelivering for more than two consecutive days and you cannot enable Smart Audience or adjust other parameters (like frequency capping, targeting, or inventory), we recommend submitting a support ticket. Smart Audience is not yet available and will launch soon.
All regular ad group functionalities remain available:
Enabling Smart Optimization doesn’t affect any other ad group settings. You retain full control over targeting, ad formats, frequency caps, and so on.
Inventory and formats matter:
For best results, include as much relevant inventory, audiences and as many Seamless Ad formats as possible. This gives Smart Optimization more data to work with and more opportunities to find valuable impressions.
Creative variant allocation (within same ad size):
If you use multiple variants of the same Seamless Ad size (e.g. Seamless XL A and B), Smart Optimization will evenly rotate the different ads. Goal-based individual creative allocation is planned for 2026.
Seamless Video duration impact:
For Seamless Video Ads, Smart Optimization also takes video duration of the ad into account when deciding allocation — factoring in view-through rates and cost per completed view to optimize ad group delivery.
Smart Audience is enabled by default:
When Smart Optimization is active, Smart Audience is automatically turned on. We recommend keeping it enabled, as the combination provides a powerful balance between delivery and performance. The system will always prioritize your selected audience first but will expand via look-alikes if delivery falls short.

Final Note:

Always remember that Smart Optimization is just one part of the puzzle when it comes to running high-performing campaigns. To get the most out of your efforts on the DPG Media Network, it’s important to combine it with other key ingredients:

Strong, attention-grabbing ads and copy
Frequent creative refreshes to prevent fatigue
Relevant audience targeting — and, where possible, the use of CRM data via Datalab by DPG Media

If you need help choosing the right Smart Optimization strategy or want advice on how to best apply it to a specific ad group, don’t hesitate to contact your local Platform Success team.

FAQs

"How does Ad Manager+ compare to global alternatives like Google Performance Max, Meta Advantage+, and Tik Tok Smart+?"

Let’s start with a clear statement: global tech offers impressive AI capabilities, backed by massive resources. We’ve taken a close look at what they do well — but also at the criticism they’ve received, especially around the lack of control and the resulting “black box” experience. Where Ad Manager+ truly stands out is in trust — delivered through full transparency, brand safety, and advertiser control.

Ad Manager+ always operates within our 100% brand-safe environment. Advertisers know exactly where their campaigns run, can easily connect their preferred third-party measurement tools, and always stay in control of what AI is allowed to do. Every AI feature is transparent and optional — with a clear on/off switch. We call it: performance with peace of mind.

In that sense, we build on the strengths of global platforms, but with the added assurance of local content, guaranteed brand safety, and full control.

Compared to national competitors, DPG Media is the only media company to offer a fully in-house developed suite of self-serve ad tech solutions — covering buying, data, and creative. With Ad Manager, and now the added functionality of Ad Manager+, advertisers benefit from exclusive ad formats, powerful first-party data, faster campaign execution, and a fully optimized supply chain that ensures every invested euro goes directly to media.

In terms of specific Ad Manager+ AI functionality, Smart Optimization, Smart Audience, Smart Studio, and Smart Assistant offer similar features to those found on global platforms.

"Can I trust Ad Manager+ Smart Optimization to outperform my manual bids?"

Based on extensive testing, we’ve seen that Smart Optimization outperforms manual optimization in most cases — often delivering 20% to 60% better results. Our proprietary AI models process a multitude of real-time data signals, tightly integrated with the unique characteristics of DPG Media’s network. That said, you can always switch Smart Optimization off and run manual bids.

We recommend running an A/B test: set up two ad groups — one using Smart Optimization and one using Manual Optimization — and compare results after 1–2 weeks.

"Is Smart Optimization suitable for brand or awareness campaigns?"

Absolutely. Smart Optimization is designed to support the full campaign funnel — from Awareness to Engagement to Action. Based on your selected campaign goal, we recommend the most suitable Smart Optimization strategy.

For Awareness campaigns, advertisers often aim to maximize impressions using manual CPM bidding at the floor price(s) of the selected ad format(s). Smart CPM builds on this logic, starting at the floor price per Seamless Ad format, but adds several key improvements over manual CPM bidding:

Smart CPM automatically adjusts the bid price to the floor price per Seamless format, eliminating the need to create multiple ad groups to ensure the lowest price per format is applied.
It continuously optimizes toward higher viewability or video completion rates when ad group pacing is on track, pushing for better outcomes within the same budget.
When pacing falls behind, Smart CPM dynamically lowers goal rates within acceptable bandwidths or slightly increases the bid above the floor price to remain competitive in the auction — until the pacing is back on track.

This eliminates the need for frequent manual monitoring or bid adjustments across formats, while helping you drive consistent performance within budget.

“Is my data used to feed competitors their Smart Optimization algorithms”

No. Client-specific data is always processed in isolated, protected silos. Your data is used exclusively to optimize your own campaigns and is never shared with or reused for others. While AI models can be trained on generic, platform-wide insights, individual client data remains fully protected.

"What makes your Smart Optimization / Custom Bidding different from third-party DSPs, when I buy on the DPG Media network via PMP?"

Ad Manager+ is natively integrated with DPG Media’s ad servers and first-party data infrastructure. This means our models have full access to rich, granular data — including inventory signals, user context, ad format performance, audience behavior, and more.

As a result, Smart Optimization can make real-time decisions based on a much broader and deeper set of signals than any third-party DSP operating via PMP. It continuously processes new insights, aligns delivery and performance in real time, and ensures every euro is spent as effectively as possible.

Want to test it yourself? Set up an A/B test: Ad Manager (Seamless + Smart Optimization) vs. PMP (IAB + DSP Optimization), and compare the results.

"Can Ad Manager+ be used by both SMBs and large agencies?"

Yes, Ad Manager+ is available to all advertisers in The Netherlands.

"What are the risks of AI-driven bidding?"

There are no material risks. Smart Optimization always operates within DPG Media’s Trusted Web, which guarantees brand safety — we call that: performance with peace of mind.

Additionally, you always have the option to take full control over your bidding strategy by switching to Manual Optimization and entering fixed CPM bids yourself.

"Where do I enable Smart Optimization?"

Smart Optimization is enabled by default for all Seamless Ad Groups.
For existing ad groups that started running before August 21st, 2025:

Manual Bidding remains enabled by default for ad groups using CPM bidding or CPC-optimized Seamless formats. These must be manually switched to Smart Optimization if desired.
Seamless Ad Groups optimized for vCPM are automatically switched to Smart Optimization: Maximize Viewable Impressions, as manual bidding for vCPM outcomes is no longer supported.

"Can I combine Smart Optimization with frequency capping?"

Yes, Smart Optimization is fully compatible with all ad group settings, including frequency capping.

For best results, we recommend including all relevant inventory and as many Seamless Ad formats as possible. This gives our AI models more data to learn from and increases the chance of identifying valuable impressions that might otherwise be missed.

What happens if I change my Smart Optimization strategy mid-campaign?

You can change your optimization strategy at any time. Just be aware that performance may temporarily dip as the algorithm recalibrates. Historical data within the ad group remains intact.

“Why can I not target device type within Seamless Ad Groups?”

Device type is one of the many variables Smart Optimization uses to determine the most effective delivery path. Rather than setting device targeting manually, our AI continuously optimizes delivery across devices — mobile, desktop, and tablet — to achieve your selected campaign outcome.

Note: Seamless Ads are mobile-first by design, but the Image, Video, and Listing formats are also compatible with desktop and tablet environments.

“Why don’t I need to select a goal value when using Smart Optimization”

Smart Optimization automatically sets and adjusts goal values for you. It starts from DPG Media network benchmarks and fine-tunes them continuously based on your campaign’s actual delivery and performance.

All you need to do is set your budget and choose an optimization strategy, AI takes care of the rest. It’s the simplest way to ensure you get the maximum output from your budget without having to manually tweak bids or goal values.

If you prefer full control, you can switch to Manual Optimization at any time and enter your own fixed CPM or CPC values.