Purpose:

The Python script identifies campaigns where the publisher cost for the previous day is at least 90% of the daily budget and flags them as “Budget Capped” if certain conditions are met.

To Elaborate

The Python script is designed to monitor advertising campaigns by analyzing their spending relative to their allocated daily budget. Specifically, it checks if the publisher’s cost for the previous day is 90% or more of the daily budget. If this condition is met, and additional criteria regarding impression share loss and a metric called ‘iDNE’ are satisfied, the campaign is tagged with a “Budget Capped” alert. This helps in identifying campaigns that are potentially overspending or reaching their budget limits, allowing for better budget management and allocation. The script uses a threshold value for comparison and outputs a modified dataset highlighting campaigns that require attention.

Walking Through the Code

1. Data Preparation
   • The script begins by converting the ‘iDNE’ column to numeric values to ensure accurate calculations.
   • It calculates the ratio of publisher cost to daily budget and stores it in a new column ‘Pub Cost / Budget’.
   • It retains the ‘iDNE’ and ‘Lost Imp Share’ columns for further analysis.
2. Budget Cap Alert Logic
   • A threshold of 0.90 is set, which can be adjusted by the user to change the sensitivity of the budget cap alert.
   • Campaigns are flagged with “Budget Capped” if the publisher cost is at least 90% of the daily budget, ‘iDNE’ is less than 1.5, and ‘Lost Imp Share’ is greater than 10%.
   • The script modifies the input dataframe to include the budget alert status.
3. Output
   • The modified dataframe is printed, showing the campaigns with their respective budget alert status.
   • A subset of columns is selected for the final output, focusing on account, campaign, and budget alert status.

Vitals

• Script ID : 871
• Client ID / Customer ID: 1306912241 / 13095968
• Action Type: Bulk Upload
• Item Changed: Campaign
• Output Columns: Account, Campaign, Budget Alert
• Linked Datasource: M1 Report
• Reference Datasource: None
• Owner: smalina@marinsoftware.com (smalina@marinsoftware.com)
• Created by Stephen Malina on 2024-03-29 16:41
• Last Updated by Stephen Malina on 2024-04-23 20:34

> See it in Action

Python Code

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#
# Tag campaign if Pub Cost for prior day is 90% of Daily Budget
#
#
# Author: Stephen Malina
# Date: 2024-03-27

RPT_COL_CAMPAIGN = 'Campaign'
RPT_COL_PUBLISHER = 'Publisher'
RPT_COL_PUB_COST = 'Pub. Cost €'
RPT_COL_ACCOUNT = 'Account'
RPT_COL_DAILY_BUDGET = 'Daily Budget'
RPT_COL_CAMPAIGN_STATUS = 'Campaign Status'
RPT_COL_BUDGET_ALERT = 'Budget Alert'
RPT_COL_iDNE = 'iDNE'
RPT_COL_LOST_IMP_SHARE = 'Lost Impr. Share (Budget) %'
BULK_COL_ACCOUNT = 'Account'
BULK_COL_CAMPAIGN = 'Campaign'
BULK_COL_BUDGET_ALERT = 'Budget Alert'

# Convert the 'iDNE' column to numeric values
inputDf[RPT_COL_iDNE] = pd.to_numeric(inputDf[RPT_COL_iDNE], errors='coerce')

# Calculate the difference between daily budget and pub cost, include iDNE for consideration
inputDf['Pub Cost / Budget'] = inputDf[RPT_COL_PUB_COST] / inputDf[RPT_COL_DAILY_BUDGET]
inputDf['iDNE'] = inputDf[RPT_COL_iDNE]
inputDf['Lost Imp Share'] = inputDf[RPT_COL_LOST_IMP_SHARE]

# Output a "Budget Cap Alert" where daily spend is greater than 90% of daily budget and iDNE is less than 1.5
threshold = 0.90  # Adjust this threshold as needed
inputDf.loc[inputDf['Pub Cost / Budget'] < threshold, BULK_COL_BUDGET_ALERT] = ""
inputDf.loc[(inputDf['Pub Cost / Budget'] >= threshold) & (inputDf['iDNE'] < 1.5) & (inputDf['Lost Imp Share'] > 10), BULK_COL_BUDGET_ALERT] = "Budget Capped"

# Print the modified inputDf
print(inputDf)
cols = [RPT_COL_ACCOUNT, RPT_COL_CAMPAIGN, BULK_COL_BUDGET_ALERT]
outputDf = inputDf[cols]

Post generated on 2025-03-11 01:25:51 GMT