What happens if the end date for a line changes?

If you change the end date under the “Average CPM” strategy, impression speed will not change because you can't enable distribution. (Impressions may continue past the end date if autocontinue is enabled, however).

Under the “Budget”, “Fixed CPM” and “Minimum CPM” strategies though, you can enable distribution to recalculate the schedule for the rest of the line. This will adjust the speed at which ads are served:
  • If the end date is moved back, then the planned speed decreases.
  • If the end date is moved up, then the planned speed increases.

The speed may influence the actual CPM: the faster the speed, the higher the CPM.