Optimisation Overview

Question 1

OJW global goal

Answer 1

• Achieve clients goals as efficiently as possible minimising user time and maximising Return On Investment ROI.
• The purpose of OJW is to bid the right amount on the right inventory while efficiently spending the budget.

Question 2

Pillars of Optimisation

Answer 2

1. Bid Price Pacing (BPP)
2. Discovery
3. Valuation

Question 3

Pillar: Bid Price Pacing (BPP)

Answer 3

Shades bids to deliver your ad pend more efficiently. This pillars represents HOW to spend efficiently.

Question 4

Pillar: Discovery

Answer 4

Automatic prioritisation of inventory that is likely to perform. WHERE to buy.

Question 5

Pillar: VALUATION

Answer 5

Determines the value of an impression. HOW MUCH to bid.

Question 6

OJW (Acronym)

Answer 6

Optimisation Just Works

Question 7

Expected OJW Outcome 1:

Answer 7

Automatically manage pacing, budget allocation, inventory discovery, inventory evaluation.

Question 8

Expected OJW Outcome 2:

Answer 8

Expose levers so that users may influence optimisation and provide us heuristics.

Question 9

Expected OJW Outcome 3:

Answer 9

Make troubleshooting unnecessary or easy.

Question 10

Expected OJW Outcome 4:

Answer 10

Expose what’s happening on the backend so users do not feel a loss of control.

Question 11

What is BPP?

Answer 11

BPP is a bid modifier (bid multiplier) that is used to control a line item’s pacing and prevent overpaying.

Question 12

Goal priority

Answer 12

Which goal should be given greater emphasis when bidding. Delivery Vs Performance Vs Margin

Question 13

Goal: Delivery

Answer 13

Prioritises impression volume by multiplying bids up to 2x in response to delivery.

BPP interval [0, 2]

Question 14

Goal: Performance

Answer 14

Will prioritise the advertiser goal over impression volume and profit.

BPP interval [0, 1]

Question 15

Benefit of Adaptive Pacing

Answer 15

No need of modifying bids throughout the day, the computer will do it for you.

Question 16

What is DISCOVERY?

Answer 16

A dynamic “whitelist and blacklist”.

First we spend on inventory that help us meet our goals, then we can discover some new inventory.

Question 17

How does Discovery work?

Answer 17

Will check if the inventory available will help us to achieve the goal (KPI) set at ALI level.

Question 18

What is VALUATION?

Answer 18

How much to bid, or what impressions are worth?

Question 19

How does Valuation work?

Answer 19

First we calculate EV (Expected Value of the impression).

Next, we input the EV into the bid calculation.