A media planner is translating a signed insertion order (IO) into Campaign Manager 360. They need to create a shell that defines the specific site, the 728×90 banner dimensions, and the $10.00 CPM cost for the upcoming flight. Which component serves as this structural placeholder?
- Floodlight
- Creative
- Ad
- Placement
Explanation
A placement represents the purchased ad space from the media plan or insertion order. It defines where the ad will run, the creative dimensions, the flight details, and cost information such as CPM. In Campaign Manager 360, ads and creatives are assigned to placements so delivery can occur against that reserved inventory. This makes it the structural placeholder for translating planned media into traffickable campaign setup.
Why the other options are incorrect
Ad controls serving logic and creative assignment but does not define the bought media space.
Floodlight measures conversions and site activity, not media inventory details.
Creative is the ad asset served into the placement, not the placement shell itself.
Source for verification
https://support.google.com/campaignmanager/answer/2826636?hl=en