Learn about Bidding, Pacing, Performance & Optimization

The below faqs are a list of answers about Amobee Bidding, Pacing, Performance & Optimization. If you’re an Amobee DSP client, please visit our Help Center for more tips and tricks.

Frequently asked questions about Bidding, Pacing, Performance, & Optimization on the Amobee DSP (Part 1)

Which bidding method should I use for a short (one day-one week) campaign?

Amobee's automated bidding model has a learning period of 2-10 days (varies by goal type). If you have a short campaign flight of less than five days, then flat bidding is a good choice.

Can I collect shopping cart values but keep the goal of the campaign to CPA with the same beacon?

Yes, you can target a campaign to the goal of CPA using a beacon that is also collecting shopping cart values.

For additional tips, refer to the Beacons Best Practices.

Why is my campaign not achieving the set viewability rate goal?

If you have a campaign with multiple goals (e.g., CPA + Viewability Rate or Completion Rate + Viewability Rate) and you want to make sure both goals are achieved, then set both as hard goals. If you want to make sure all budget is spent and you are okay sacrificing some campaign performance, then set the second goal as a soft goal.

Check line item exclusion messages and remove all optional targeting criteria to let the algorithm have more bids to choose from. Click on the Exclusion Type to see the exclusion steps in order. Go to Algorithm Performance Threshold and see the absolute exclusion number. If it is a very low bid number before reaching this step, it means we don’t have many bids to choose from. Troubleshoot previous exclusion steps to allow the viewablity algorithm more bids to choose from for improved campaign performance.

How do I increase viewability for my campaign?

Increase your bid price to win more high viewability rate bids.

For additional tips, refer to the Viewability section of Video Campaign Best Practices.

What should we do if we are seeing low viewability or completion rate on a specific ad exchange?

Exclude the ad exchange as long as your campaign does not under-deliver.

What’s the difference between CPM and eCPM?

CPM is the cost per 1000 impressions, calculated with available budget and impression goal. CPM is also a buying method like CPC or CPA.

eCPM is the actual cost per 1000 impressions, calculated with the budget already spent and the impressions actually delivered. This is usually referred to after a campaign has ended. eCPM can be calculated for a campaign that was trafficked with a buying method other than CPM.

Why is eCPM higher than bid CPM?

For flat bidding, the final eCPM will be higher, as it includes bid CPM plus all additional first- and third-party costs/fees.

How does bid method (flat vs. automated) affect deals?

For flat bidding, if the bid CPM entered is lower than what is in the bid request for that deal, then we will not bid. If the bid CPM is higher, then we will bid with the assigned bid CPM.

For automated bidding, we will not bid on requests with low predicted value. This may result in more bid exclusions and potentially limit scale and delivery depending on bid request volume and campaign setup.

Frequently asked questions about bidding, pacing, performance, and optimization on the Amobee DSP (Part 2)

Why is my campaign with a CPA goal not delivering at the beginning of the campaign?

Campaigns with CPA goals can initially spend slowly because with few examples of conversions, the initial volumes will be at a low CPM, resulting in low delivery.

Which of the two methods will work better depends on the tolerance of the advertiser. A flat CPM will spend faster in the beginning, potentially at the expense of performance. CPC will spend a little slower than a flat CPM, and may or may not perform better.

For a CPA campaign to spend, the beacons attached to the line item must be validated.

If you are concerned with initial low volume during campaign launch with a CPA, there are two workarounds::

  • — Launch your campaign at a flat CPM, and switch to CPA after gaining confidence in the spending ability of the IO/package.
  • — Launch with a CPC, anticipating that clicks will come faster and thus move you out of default/low bidding quicker. Switch to CPA after the spending ability is confirmed.

What is the contract action value for a campaign that has a ROI goal applied?

For ROI campaigns, the contract action value would be the sum of the ROI percentage multiplied by the shopping cart value.

Here's an example:
If you have a pixel set up with the following ROI settings:

CTA = 20%
VTA = 5%

Your contract action value would be ($100 * 0.20) + ($100 * 0.05) + ($50 * 0.05) = $27.50

You have three actions::

  • — CTA action with a shopping cart value of $100
  • — VTA action with a shopping cart value of $100
  • — VTA action with a shopping cart value of $50

What internal fields are passed in the bid response to Magnite CTV?

The following internal fields are passed in the bid response to Magnite CTV:

  • — seat = home_market_id
  • — crid = creative_id
  • — adid = ad_id (corresponds to creative and line item)
  • — adomain = from the click-through URL in the creative settings
  • — cat = IAB category that is set at the line item level

Can I measure viewability on both VPAID- and VAST- supported inventory?

No, you cannot measure viewability on VPAID- and VAST-supported inventory. VPAID is a version of VAST with more advanced capabilities. Viewability cannot be measured on inventory that does not support VPAID.

Note: If Yes is selected for VPAID in the creative set up, Amobee will only bid on VPAID-supported inventory.

What is the automated bidding cap?

Automated bidding can be at most $200, which is the run-time cap implemented in the backend.

The new automated bidding max bid feature in the line item workflow enables advertisers to have more control over bidding and to specify specific bid caps on the workflow.

What are the different pacing settings available in the Amobee DSP?

You can set up and manage your campaign by impressions or budget to better align with your business needs. At the IO level, you can select pacing by budget or by impressions.

If you select Pacing by Impressions, then at the package/line item levels, you can select between:

- Even Impressions: impressions will be served evenly during the flight duration.
- Daily Impressions: selected number of impressions will be served daily till budget lasts.

If you select Pacing by Budget, then you can select one of the following options:

- Even Spend: the budget is allocated evenly throughout the flight. If under delivered, the remaining budget is automatically allocated to the next day. This is the default pacing setting.
- Even Impressions: the campaign is evenly paced towards an impression goal, instead of a designated budget. If under delivered, remaining impressions are automatically allocated to the next day.
- Daily: a specific daily budget amount is not exceeded. If the budget cannot be spent within the day, it will not be carried over automatically.
- ASAP: total specified budget is spent as soon as possible. Amobee recommends additional monitoring if this pacing option is used.

When running behavioral targeting, retargeting segments, or deal ID (i.e., publisher deal), you can select the Enable ASAP delivery within day checkbox to enable the Amobee DSP to hit a daily budget goal as soon as possible.

- Auto-allocate: designated budget is automatically allocated to child objects (packages/line items) based on performance and available scale.

For additional tips, refer to the Budget Pacing Best Practices.

How does bid shading influence media spend?

Media spending should remain the same (except the bid shading fee) or change slightly (if qualified bid requests are not enough). The bid shading algorithm will automatically turn on and off based on how a campaign is delivering. If a campaign is delivering well, bid shading will be turned on, and if a campaign is not delivering well, bid shading will be tuned off.

What is the difference between flat bidding and automated bidding strategies?

If you want more control on a KPI (e.g., CPA, Viewability Rate, Completion Rate), then you can select any of these options using automated bidding. Automated bidding also has better optimization than flat bidding.

If you want to run your campaign with a specific bid price to control the campaign cost, then Amobee suggests using flat bidding.

Frequently asked questions about bidding, pacing, performance, and optimization on the Amobee DSP (Part 3)

How can I configure automated bidding to optimize towards lift versus other goals?

Currently, we do not offer an optimization model that optimizes toward lift.

How long should I wait before making manual optimizations to my campaigns?

We recommend waiting at least three days—though one week is ideal—before making manual optimizations to your campaign.

This waiting period is meant for the Amobee DSP to gain some learnings about your campaign and attempt to adjust itself, especially if you are a new advertiser running an IO for the first time. The more data the Amobee DSP has, the better it will optimize.

When making changes, do not make multiple changes at once or too frequently. Allow the platform a few days to adjust to the new settings before making additional adjustments.

What is the difference between pre-bid filters and Amobee's viewability algorithm?

Pre-bid filters are inclusion lists, where a site is scored if it is or isn’t likely to hit your desired in-view % measured by a vendor, like DoubleVerify or IAS.

Amobee’s viewability algorithm looks at not only the site to score an impression, but also at data points (e.g., creative, site, placement on site, audience, completions) for viewability. This data is matched across multiple dimensions to find pockets of high-performing impressions, including on sites that would be ignored by pre-bid solutions. This translates to reach and cost efficiency while delivering against a viewability goal.

The viewability algorithm is integrated with IAS, DoubleVerify, and MOAT. You also have the flexibility of selecting MRC, GroupM, and for Video, AVOC standards of measurement.

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