Prism: Precision through exclusion

Prism is a performance-enhancing feature that focuses on the most valuable impressions. Just like a physical prism selectively refracts and disperses light to reveal specific colors or elements, Prism excludes irrelevant signals that are unlikely to benefit a campaign. To ensure exclusions happen without compromising campaign delivery, Prism works in real time with the pacing algorithm. Here's what you need to know about Prism:

• Prism is enabled by default at the advertiser level and automatically propagates to all new ad groups. Existing ad groups keep their current Prism settings.
• You can change Prism settings for all individual ad groups as needed when creating or updating them.
• In the REST API, Prism is controlled by the AudienceExcluderEnabled property at the advertiser and ad group levels.
• In the GraphQL API, Prism is controlled by the prism property at the advertiser and ad group levels.

NOTE: Prism is generally not available for specific market types (such as Programmatic Guaranteed), specific channels (such as digital out of home (DOOH)).

Enable Prism

If Prism is not enabled at the advertiser or ad group level, you can enable it using GraphQL or REST. The following table is a summary of the Prism properties.

To enable Prism at the advertiser or ad group level in REST, use the respective POST or PUT endpoints with the AudienceExcluderEnabled property set to true.

The following sections provide examples for enabling Prism in GraphQL.

Advertiser

To enable Prism for an advertiser in GraphQL, do the following:

1. (Optional) Check if Prism is enabled for the advertiser.
2. Use the advertiserUpdate mutation to set the prism.isEnabled property to true. See the following mutation example.

mutation {
  advertiserUpdate(
    input: {
      id: "ADVERTISER_ID_PLACEHOLDER",
      dataSettings: {
        prism: {
          isEnabled: true
        }
      }
    }
  ) {
    data {
      id
      dataSettings {
        prism {
          isEnabled
        }
      }
    }
    userErrors {
      field
      message
    }
  }
}

This enables Prism for all new ad groups. To update Prism settings for individual ad groups, see Ad group.

Ad group

To enable Prism for an ad group in GraphQL, do the following:

1. (Optional) Check if Prism is enabled for the ad group.
2. Use the adGroupUpdate mutation to set the prism.isEnabled property to true. See the following mutation example.

mutation {
  adGroupUpdate(
    input: {
      id: "AD_GROUP_ID_PLACEHOLDER",
      dataSettings: {
        prism: {
          isEnabled: true
        }
      }
    }
  ) {
    data {
      id
      audienceSettings { 
        dataSettings {
          prism {
            isEnabled
          }
        }
      }
    }
    userErrors {
      field
      message
    }
  }
}

FAQs

Here are answers to frequently asked questions about Prism.

How is Prism prioritized when determining bids on impressions?

Prism is evaluated first to decide if an impression is worth bidding on. If it is, Prism passes it to our distributed AI, which sets the final bid price. Basically, Prism helps manage budgets by avoiding low-value impressions, while the AI ensures efficient bidding on the worthwhile ones.

I see a duplicate audience with "- Copy" in its name. Where did it come from?

When cloning a campaign, the platform also clones the audience associated with each ad group that has Prism enabled. The cloned audience has the - Copy suffix appended to its name, such as AUDIENCE_NAME_PLACEHOLDER - Copy. This duplication ensures Prism is optimized for each ad group.