Adaptative Pacing - BPP Flashcards
What is BPP?
- BPP is a bid modifier.
- BPP is system that reduces cost and increases performance by automatically shading your bids based on the ability to hit your daily budget.
- Cannot be turned off, all ALIs use BPP.
How does BPP work?
Uses the Line Item’s daily budget to calculate an ideal spend curve so that the advertiser dollars are distributed evenly throughout the day.
What is DDF?
Delivery Difficulty Factor. Is used as a signal when calculating BPP.
What happens when DDF is easy?
BPP will shade bids down, but only to the extent that delivery is not impacted.
What happens when DDF is difficult?
BPP will shade bids less or not at all.
Which are the two problems that pacing aims to solve?
- Determine how much to spend per day. This is addresses by the lifetime pacing feature and not the OJW.
- Determining how much to spend per hour and per minute within a day is addressed by the BPP.
Modifier / Shading value range?
0 to 1
How did the legacy budgeting system work?
Pacing was controlled by not bidding or “sleeping”.
Why the legacy budgeting system is not ideal?
When entering the sleeping phase, you are leaving potentially performant impressions on the table.
When were geo spend curves released?
2007
Is BPP used in applications other than pacing?
Yes, BPP is also used as a signal in different optimisation applications, such as Discovery.
What’s an ideal spend curve?
ASK Valerie
What happens with the spend curve when a Line Item is targeting multiple countries at the same time?
We will take a weighted average of the countries based on availability.
BPP & Programmable Splits
BPP set at split level and use specified allocation spent to determine what BPP should be at.
BPP & PS: Bid /No-bid Check
Pacing mechanism generates a threshold bid rate, if bid rate for that split is under the threshold, we will not bid.
