Fallback url is used for unsold no cookies traffic that has been returned from ad networks. Follow instructions on the top of the page in the section Campaigns.
Add fallback creatives
We recommend using creatives of ad networks with 100% fill rate or your own websites.
For creatives of ad networks choose an ad network name from dropdown list, click ‘link’ button and select creative to link. For your own website add ‘Link url’ manually.
NB! For fallback use creatives and websites which have not been used elsewhere before.
You may add more than one creative.