Wouldn’t it be wonderful if, as a programmatic trader, you were looking for a certain audience segment—say, let’s a high-value retargeting group that is at the bottom of your funnel—and that when you bid, you won all of those bids? The programmatic landscape has recently imposed a number of restrictions on the purchase side, including QPS (Queries Per Second), SPO (Supply Path Optimization), approved domain lists, and sellers. JSON compliance has resulted in a general decline in bid rates for purchasers. Because of some of these restrictions, the majority of customers (regardless of the DSP and in spite of what they claim) won’t see the entire range of a publisher’s accessible impressions. Additionally, there are a number of supply-side restrictions, including the introduction and stiff competition for Prebid, Ad Server Priority, and of course Floor Prices at both the placement and publisher levels. These restrictions are not only on the purchase side. In certain cases, even when you believe you have won the sale, the publisher is still holding a second auction. The Render Rate is now what you keep an eye on, not the Win Rate!
With If you Bid you Win Deals, Healthy Ads now gives programmatic buyers the option to place a special priority bid in our ad stack. These provide the opportunity to win far more inventory than a typical PMP with less setup complexity and no revenue obligations that would be necessary for a Programmatic Guaranteed Deal. They are promoted one level below the Programmatic Guaranteed Deals. For brands and agency trade desks seeking for an advantage in sourcing inventory or supply at scale for different campaigns, this makes it suitable.
When building up “If you Bid, you Win” type Deals, we consider two factors from our perspective. These are a Higher Priority in the setup as well as an Estimated Closing Price (ECP).
Estimated Closing Price
In order to provide you with a realistic estimate of the amount of impressions that are available together with a CPM rate to average an 80% win rate or greater, our Programmatic Ad Operations team will evaluate the prior bidding history for the last 30 days in addition to conducting forecasts. If we are unable to duplicate the audience precisely, we will offer an approximation based on what we have seen from the viewpoint of the buyer.
We put “If you Bid you Win” type deals between our Price Priority Deals and below Programmatic Guaranteed when setting them up. The only thing to keep in mind is that since Programmatic Guaranteed Deals have a daily income promise, they will be the only thing that restricts delivery. However, they nearly overlap each other too much.
If you want to set up a “If you Bid you Win” Deal, please get in touch with our Programmatic Team via Contact Us and provide your DSP, Member ID, and the audience you want us to build.