ID 4. Maximize margin with CPM limit (pay for imps)¶
This strategy will buy the required volume of impressions as cheaply as possible and maximize margin. The strategy is recommended if you want to buy a fixed volume of impressions.
Budget Factor |
Description |
|---|---|
Payment Model |
Pay for impressions |
Primarily Goal |
Buy target volume of impressions and maximize margin |
Use Case |
Maximize margin by buying a target volume of impressions |
Budget Pacing |
Evenly |
Budget Types |
Lifetime |
Recommendations¶
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
Strategy Settings¶
Budget¶
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 or targetings are too strict, as there will not be enough inventory to purchase.
CPM¶
The CPM in this strategy is an upper restriction for the optimization engine, i.e. the average CPM will never be higher than specified. The system calculates the target volume of impressions dividing the given advertiser budget by the target CPM (e.g. the advertiser budget set to 100$ and the target CPM set to 10$ give the target volume of 10000 impressions). While aiming to maximize margin, the strategy will minimize CPM, so the final average CPM will be equal or lower than specified.