Storytelling using Goal Sequencing

Use goal sequencing when a campaign has a storyline, with two or more different ads that should be shown to a viewer in a specific order. This feature ensures that a viewer sees a specific ad in sequence after another one. Goals with lower sequence numbers serve ads before goals with higher sequence numbers. When a viewer sees an ad in the sequence, only the next ad is eligible after that, or the first one if the sequence is finished. Goal sequencing only works for goals within the same campaign.

Sequence scope indicates the scope of the goal sequence. It is set on campaign level and offers two options:
  • Session: sequences reset for every new session. Use this option to limit goal sequencing to a session.
  • Campaign lifetime: sequences are active for the full campaign lifetime. Use this option for storytelling over a longer period of time.

Sequence scope setting on campaign level

Sequence indicates the position of the goal in the sequence. It is set on goal level and depends on the number of goals in the campaign.

Sequence setting on goal level

In the following situations, Pulse's delivery algorithm ignores the configured sequence and internally adjusts the sequencing order:
  • One or more of the goals in the sequence reached their end date, meaning they are no longer active.
  • You accidentally misconfigured the sequence order and skipped a position.
This is to ensure that the remaining goals in the sequence are not eliminated from the selection process just because a goal never reached the viewers during its active period, or because of a human error. However, this adjustment happens behind the scenes, so you still see the original configuration in the Pulse UI.
Note: If two goals have the same sequence value, a temporary split in the sequence is created and only one of the goals is picked for that position.

Examples

All goals in the sequence are active

Ads from goal A (pre-roll), goal B (mid-roll), goal C (mid-roll), and goal D (post-roll) within a single campaign should be displayed in sequence. All goals have the same start and end date. Set the sequence for each goal as follows:

Active goals sequencing scenario

You are getting requests from viewers who have never seen the ads from any of the goals. When a viewer sees an ad in the sequence, only the next ad is eligible after that.

Result

  • In the pre-roll ad break, A is the only goal of these four that qualifies and is selected. Since A is first in the sequence, it can always qualify for the pre-roll ad break.
  • In the first mid-roll ad break, B qualifies because A has already been shown to the viewer, but C does not qualify because B needs to be shown to the viewer first.
  • In the second mid-roll ad break, C qualifies because B has already been shown to the viewer.
  • In the post-roll ad break, D qualifies because C has already been shown to the viewer.

Some goals in sequence are inactive

Ads from goal A (pre-roll), goal B (mid-roll), goal C (mid-roll), and goal D (post-roll) within a single campaign should be displayed in sequence. Each goal has a different start and end date. Set the sequence for each goal as follows:

Inactive goal sequencing scenario

Let's say the date is 16/08/2019, which means goal A has now reached its end date and is no longer active. You are getting requests from viewers who have never seen the ads from any of the goals, including goal A.

Result

Pulse's delivery algorithm now ignores the configured sequence and instead considers goal B to be the first, goal C to be the second, and goal D to be the third in the sequence. This is to ensure that ads from goals B, C, and D can still be shown in sequence to viewers who never saw the ad from goal A.

  • In the pre-roll ad break, A does not qualify as it reached its end date and is inactive.
  • In the first mid-roll ad break, B qualifies as it is now considered first in the sequence, but C does not qualify because B needs to be shown to the viewer first.
  • In the second mid-roll ad break, C qualifies because B has already been shown to the viewer.
  • In the post-roll ad break, D qualifies because C has already been shown to the viewer.