Fine-Tuning Your Real-Time Bidding Strategy

Real-time bidding was introduced in 2009 as a way to instantaneously sell a publisher's ad inventory to a large pool of advertisers. This auction system allows individual impressions to be bid on, thus streamlining the media buying process, increasing exposure between advertisers and publishers, and increasing ad relevancy for customers. FINE-TUNING YOUR REAL-TIME BIDDING STRATEGY New insights on RTB variables that you can't ignore! TRAFFIC TRENDS & BIDDING BEHAVIOR AT 9AM: IMPRESSIONS Concentrated number of bids + Lagging number of impressions Highest from 9AM - 12PM = Higher cost of winning bids* * Despite highest conversions much later in the day, from 6PM to gPM BIDS Highest from 9AM - 10AM Solution? DYNAMIC BIDDING Spend more of your budget during the hours in which you CONVERSIONS Highest from 6PM - 9PM know there is a higher potential for impressions, conversions, etc. FREQUENCY & RECENCY FREQUENCY FACTOR (FC) The number of times a creative is shown to a single user RECENCY FACTOR (RC) The time period before an ad can be shown to the same user again Test out various FC and RC times for your campaigns - the last thing you want to do is to waste advertising dollars on customers who are tired of your message! Source: http://arxiv-web3.library.cornell.edu/abs/1306.6542 WHAT WHERE Competitive Intelligence for Advertising in the Digital World