Optimisation Overview Flashcards
OJW global goal
- 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.
Pillars of Optimisation
- Bid Price Pacing (BPP)
- Discovery
- Valuation
Pillar: Bid Price Pacing (BPP)
Shades bids to deliver your ad pend more efficiently. This pillars represents HOW to spend efficiently.
Pillar: Discovery
Automatic prioritisation of inventory that is likely to perform. WHERE to buy.
Pillar: VALUATION
Determines the value of an impression. HOW MUCH to bid.
OJW (Acronym)
Optimisation Just Works
Expected OJW Outcome 1:
Automatically manage pacing, budget allocation, inventory discovery, inventory evaluation.
Expected OJW Outcome 2:
Expose levers so that users may influence optimisation and provide us heuristics.
Expected OJW Outcome 3:
Make troubleshooting unnecessary or easy.
Expected OJW Outcome 4:
Expose what’s happening on the backend so users do not feel a loss of control.
What is BPP?
BPP is a bid modifier (bid multiplier) that is used to control a line item’s pacing and prevent overpaying.
Goal priority
Which goal should be given greater emphasis when bidding. Delivery Vs Performance Vs Margin
Goal: Delivery
Prioritises impression volume by multiplying bids up to 2x in response to delivery.
BPP interval [0, 2]
Goal: Performance
Will prioritise the advertiser goal over impression volume and profit.
BPP interval [0, 1]
Benefit of Adaptive Pacing
No need of modifying bids throughout the day, the computer will do it for you.
What is DISCOVERY?
A dynamic “whitelist and blacklist”.
First we spend on inventory that help us meet our goals, then we can discover some new inventory.
How does Discovery work?
Will check if the inventory available will help us to achieve the goal (KPI) set at ALI level.
What is VALUATION?
How much to bid, or what impressions are worth?
How does Valuation work?
First we calculate EV (Expected Value of the impression).
Next, we input the EV into the bid calculation.
