To help manage delivery across pre-cached (prefetched) supply, use ad caching. Pre-cached supply is when a publisher requests ads at the start of content, leading to a delay between the bid and impression events. 

Turn on ad caching by selecting the Allow Ad Caching button in the Targeting > Budget section.

It adjusts the pacing algorithm to anticipate delayed impressions, promoting conservative bidding and a more even bid rate. This tool is also highly useful to combat, and smooth out what is referred to as ‘spikey delivery’. 

Key benefits

Steadier bidding strategies:

• Reduces fluctuations in bid activity, enabling more consistent participation in auctions.
• Avoids delivery spikes, ensuring steadier bid pacing across campaigns.

Improved budget efficiency:

• Enhances control over spend pacing to avoid overspending in concentrated periods.
• Ensures smoother delivery throughout the campaign, maximizing ROI.

Predictable campaign outcomes:

• Aligns bidding with impression opportunities to deliver a more balanced and predictable ad strategy.
• Reduces wasted impressions and ensures ads reach their intended audience seamlessly.