Discovery

Question 1

What is Discovery?

Answer 1

• A dynamic “whitelist” and “blacklist”.
• Prevents “Boiling the ocean”.
• Helps Line Items meet their goals by starting on the inventory that is already known to perform well and quickly cutting inventory that doesn’t meet the goal.

Question 2

What optimisation method applies to Discovery?

Answer 2

Only Line Items optimising to CPC, CPA or CTR.

Question 3

Why LI must be optimising to CPC, PC CPA or CTR?

Answer 3

CPM does not make sense!! Here optimising refers to increasing the probabilities that one action happens!

Question 4

Discovery Mechanics: Discovery Node

Answer 4

Is the intersection between the Inventory URL and the Tag.

Question 5

Discovery Mechanics: How are Nodes / Inventory ranked?

Answer 5

• The smaller the CPC, the higher the item goes in the list.

- These Nodes are ranked based on historical CPC

Question 6

Discovery Mechanics: Unknown Inventory

Answer 6

Nodes with less than 21,000 impressions over the last 7 days.

Long tail inventory.

Question 7

Discovery Mechanics: Rank when Rev Type CPM or CTR goal?

Answer 7

Rank will be done using CTR instead of CPC.

Question 8

Discovery Mechanics: Testing - Fail criteria

Answer 8

Determining which inventory we consider to be bad.

OJW uses the Line Item’s CPC or other chosen goal.

Question 9

Discovery Mechanics: Testing - N Click Threshold

Answer 9

• We test against our fail criteria.
• Done three times before the item is considered “passed”.
• If fail criteria is hit and the wanted action has not occurred > “AXE”.

Question 10

Discovery Mechanics: Other Goal Types - PC CPA

Answer 10

We use CPC to AXE.

When a conversion is present we will not AXE.

Question 11

Discovery Mechanics: Other Goal Types - CTR

Answer 11

• We AXE nodes based on the CTR goal that is set.

- Fail criteria is nodes that have reached (1/CTR goal) imps without getting one click.

Question 12

Discovery Mechanics: Testing - Fail Criteria Managed Nodes

Answer 12

• Fail criteria is 1.8x the LI’s CPC goal because the inventory is known and therefore presents less risk.

Question 13

Discovery Mechanics: Testing - Fail Criteria Prefer Delivery

Answer 13

Fail criteria may go go all the way up to 10x the LI’s CPC.

Question 14

Discovery Mechanics: Testing - Client changes goal

Answer 14

• Discovery will re-evaluate all failed and pass nodes.

Question 15

Discovery Mechanics: AXING

Answer 15

• Removing inventory that is not helping the LI reach its goal.
• Inventory that has been AXED can be re-added if the LI’s goal is changed (less restrictive).
• When troubleshooting LIs struggling to deliver and using optimisation, double check the goal.

Question 16

Whats the meaning of DPTR?

Answer 16

• Discovery Pass Through Rate
• BPP > 0.6 we consider the LI as struggling to deliver.
• High BBP then high DPTR.

Question 17

Client Benefits of Discovery

Answer 17

• Advertiser dollars go farther
• Less time spent making manual optimisations.
• LI’s achieve goals faster with less human effort.