Glossary
What is Line item priority?
Also called: priority, priority value
Line item priority is the number that decides which Ad Manager line items get first claim on an impression. Lower number, higher priority.
हिंदी में पढ़ेंIn Google Ad Manager each line item type has a priority value, and the lower the number, the higher the priority. Sponsorship is 4. Standard is 6, 8 or 10. Price priority, Network and Bulk line items sit at 12, alongside Ad Exchange and AdSense. House is 16.
Guaranteed line items, at 4 to 10, get first claim while they still need impressions. At 12, price decides: remnant line items compete with AdX and other priority 12 demand. House line items serve only when nothing else will. One twist: through dynamic allocation, Ad Exchange can still compete with guaranteed line items, using a temporary CPM that Ad Manager calculates.
Prebid’s Ad Manager guide puts open-auction header bidding line items at Price priority (12), so they compete on price with AdX and other remnant demand. Deal line items are the planned exception, and usually sit higher. A header bidding line item set above 12 by mistake can take impressions that better-paying demand should have won.
Example
A slot has a Sponsorship line item (4), a Standard line item (8) and a $2.50 Price priority line item (12). While the Sponsorship still needs impressions it gets first claim, then the Standard; the $2.50 line item competes only for what is left.
Why it matters to publishers
Priority decides who gets each impression before price is even considered, so a line item at the wrong priority can block better-paying demand or miss its goal.