ID 1. Maximize IMPs with CPM limit (pay for media cost)¶
This strategy buys the cheapest inventory available to maximize impression volumes. The strategy will have margin in place if specified and will not exceed the specified average CPM. This strategy is usully employed in the following use cases.
For branding campaigns with impression volume maximization goals and preselected supply sources
To reach a target 1st-party audience uploaded to BidCore
Pay for media cost
Buy maximum volume of impressions
If no targeting restrictions are set, the strategy will buy the cheapest available inventory; this can negatively impact the inventory quality. We strongly recommend to use this buying strategy with inventory restrictions such as:
Traffic source lists, e.g. domains, URLs, app bundles
User segments uploaded to BidCore or collected by segment pixels
Specified supply sources, e.g. non-guaranteed deals
Conversely, if the settings are too strict the strategy will buy all available traffic, but it may not be enough to spend the allocated budget and achieve the volume goals. The possible causes of this may be:
The campaign targets user segments with a limited number of UUIDs and uses additional targeting parameters e.g. SSP or Geo that significantly limit the audience.
Low CPM limits targeting premium supply sources, e.g. domains, app bundles, SSPs
Low CPM limits with high margin
The total budget of the line item includes margin, extra fees, and media cost. This strategy will spend 100% of the budget during the specified flight dates with lifetime pacing. The budget will not be fully spent if some settings, e.g. CPM, margin, or targetings are too strict, as there will not be enough inventory to purchase.
The CPM in this strategy is an upper restriction for the optimization engine, i.e. the average CPM will never be higher than specified. As the strategy has lifetime pacing it can buy inventory with a CPM higher than specified, but the final average CPM will be equal or lower than specified.
Margin is an optional parameter, therefore if you don’t need any margin leave the field empty. If a margin value is specified, the target CPM is automatically recalculated according to margin and the strategy will bid with CPM decreased to cover the margin. This ensures the buying strategy always takes margin into account and complies with target CPM.