The Rationale / Unit Notes column appears on the Unit Details grid when filling out an RFP, and as a Rationale / Unit Notes field when you create a package. Use it to give the buyer context on a specific unit.
Key Details
The note is highlighted for the buying team in the unit detail view when they review your submission.
It is unique to each campaign and RFP — notes entered here are not carried over to other pages or other RFPs.
Use it for sales context: why this unit is a strong fit for the brand, what the surrounding audience looks like, anything the raw data doesn't say.
On most requests it's optional — but the buyer can make it mandatory, and when they have, you can't continue past Unit Details while any row is blank. There's no minimum length; it just can't be empty.
Either way, it's the only place in the submission where you can make a case for a unit in your own words.