Starting from 2019, instead of the traditional weight strategy waterfall (waterfall flow model), bidding has become the main weight method promoted by various channels. From the perspective of advantages, bidding can not only release a large amount of labor costs for developers, but also achieve higher returns, which also makes it the main weight strategy promoted by most channels.
The advantages of Bidding are already very obvious. For example, it does not need to configure an advertising floor price, which can effectively reduce operational work. Secondly, the bidding among the various platforms is more fair. After all, under the traditional model, the price division is not detailed enough, which leads to some unfair situations.
Secondly, in the process of bidding, it is different from the traditional waterfall flow that can be seen in real time during the process. All bidding in Bidding is done on the server side, so its fairness depends on the aggregation platform. For developers, a more obvious experience is that different aggregations have different revenue ratios on each platform. Which one is more fair? This is a question every developer thinks about.
For channels that have been connected in the way of waterfall, you can replace waterfall with bidding for A/B testing. For those who do not have waterfall access but can only access it in bidding mode, it is recommended to do A/B testing.
Since some advertising platforms do not support Bidding, Bidding plus Waterfall will be a long-term coexistence trend!
The factor that affects whether an advertising source can win the bidding is its bidding response eCPM. Here we need to distinguish two indicators: [bidding response eCPM] and [display eCPM]:
-
Bidding response eCPM: Refers to the bidding eCPM when the advertising platform responds to bidding .
-
Display eCPM: Refers to the final display eCPM after the bidding response of the advertising platform .
For each auction, the ad source with the higher eCPM bid response wins. However, what we see on the aggregation platform is generally the average value of the eCPM of the bidding response within a certain day. A high average value does not mean that a higher number of impressions can be obtained
The above content is compiled and released by the AdSet aggregated advertising platform for developers' reference. Developers are welcome to communicate with AdSet for win-win cooperation!