This article clarifies the meaning of a Line Item's Pacing Mode attribute and provides guidance on how to select the most suitable value based on your specific circumstances.
The Pacing Mode attribute can take one of two possible values:
By default, Line Items utilize the Evenly Pacing Mode. This implies that they aim to distribute impressions as evenly as possible each hour. The Line Items will frequently participate in auctions, attempting to secure the correct number of impressions to ensure a smooth, evenly-paced delivery over each hour.
On the other hand, by enabling the Greedy Pacing Mode, your Line Item will endeavor to deliver as much as possible until its Pacing Cap is hit. The Line Item will engage in as many bid requests as possible, until it reaches its Pacing Cap or hourly spend goal (determined by your budget, the remaining time of the Line Item and Campaign, and the algorithm's instructions for optimal performance).
The Greedy Pacing Mode is particularly advised for Retargeting Line Items or when targeting a limited inventory, such as long-tail keyword Site List targeting or hyperlocal targeting within a very restricted geographical area.
However, if you're targeting an abundant inventory, or if you're uncertain, we recommend you to refrain from activating Greedy Pacing Mode, and instead, maintain the default Evenly value.