Date: Thu, 28 Mar 2024 20:55:15 +0000 (UTC)
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Use SpringServe's auto optimization to reprioritize your waterfall. In the =
Optimization tab of a supply tag, enable optimization and select your param=
eters. Optimization runs every 20 minutes and uses the parameters you speci=
fy to reprioritize your demand tags.
Optimization parameters can be set on multiple levels:
- account - basic settings
- supply partner - settings tab
- supply tag - optimization tab
Optimization Metric:
- Opportunity Fill: This metric prioritizes demand tags =
based on imps/opportunities. It allows a tag that is lower on the waterfall=
to climb back up.
- Request Fill: This is going to prioritize demand tags =
based on imps/requests. This tends to favor publisher fill.
- Score: This prioritizes using the formula of Net Reven=
ue per 1,000,000 requests. This takes in to consideration PPM, Request Fill=
, and fees. This will favor your profitability.
- Response Time: Prioritizes demand tags based on averag=
e response time. This works well in a variety of situations: short VPAID wi=
ndow, trafficking directly to a publisher's player, trafficking to an adser=
ver that is strict on response time.
- Fill Speed: This prioritizes demand tags based on Requ=
est Fill/Response Time. This metric tends to favor publisher fill but also =
adds importance to demand tags that return quickly.
- Score Speed: Prioritizes demand tags based on Score/Re=
sponse Time. This metric tends to favor profitability but also adds importa=
nce to demand tags that return quickly.
- Opportunity Score: This prioritizes using the for=
mula of Net Revenue per 1,000,000 opportunities. This takes in to considera=
tion PPM, Opportunity Fill, and fees. This will favor your profitability wh=
ile taking into account the fact that tags lower on the waterfall will get =
fewer opportunities.
- Opp Fill Speed: This prioritizes demand tags base=
d on Opportunity Fill/Response Time. This metric tends to favor publisher f=
ill but also adds importance to demand tags that return quickly, while allo=
wing tags a chance to climb up the waterfall.
- RPM: This prioritizes the demand tags based on re=
venue * 1000 / impressions. This should be used in CTV without pods or with=
custom pods, and ensures tags with a higher RPM get priority in a tier.
- RPS: This prioritizes the demand based on the RPM divi=
ded by the duration of the ad which allows for selection of the demand that=
will give you the highest revenue per second, meaning more ads can be serv=
ed and more revenue generated in a single broadcast call. This is recommend=
ed for use with a dynamic pod set up.
Lookback Minutes: the number of minutes=
the adserver looks back to make an optimization decision
- A shorter window produces more impulsive and market driven results
- A longer window produces less re-prioritization (allows an advertiser t=
o remain prioritized even if they have a hiccup in fill)
There are no boundaries on the lookback minutes. You can choose 10 minut=
es or 5000 minutes or more.
Optimization Type:
For Direct Connect supply tags, th=
ere is an option to set Optimization Type. The choices are 'SpringServe' an=
d 'Custom'. The option 'SpringServe' allows SpringServe's optimization to s=
elect the best demand from your waterfall for your supply partner. Setting =
Optimization Type to 'Custom' requires that SpringServe's optimization adhe=
res to the tiers of your waterfall when selecting demand for your supply pa=
rtner. The Optimization Type 'Springserve' is the default as it will likely=
yield the best performance for your supply partner.
Notes on How to Select your Optimizatio=
n Parameters
A poorly performing tag that is low i=
n your waterfall has trouble climbing back up. It must compete agains=
t the tag in the next lowest priority and produce better results, which is =
rare. Much of your decisioning about how to use these settings =
depends on a number of factors:
- How much request volume does the supply tag get? The more request volum=
e, the more actionable optimization can be.<=
/li>
- Where is the tag being trafficked? If its going into another ad s=
erver in to another waterfall, does that waterfall also auto opti? Does it =
prioritize you based on fill? If so, fill based metric might be best.=
If it is going to a player, response time or score could be better=
li>
- How often to you plan on monitoring performance? If you are going=
to watch it closely, you can use shorter windows and reprioritize your wat=
erfall manually if need be. If you want it more on 'auto pilot' a longer wi=
ndow is better. Keep in mind, when you use quick stats for optimization and you have a short window, it is e=
asy to think the adserver is making the 'wrong' decision, but the ad server=
is looking at a snapshot, and in quickstats you are looking at a full hour=
, day, yesterday, or 7 days.
- What is the most important metric to you: Latency? Profitability? Posit=
ioning in your publishers waterfall? Depending on these factors - Res=
ponse Time, Score, and Opp/Request Fill respectively. If you want to take i=
nto account multiple aspects, select a speed metric.
Additional thoughts:
- An important strategy to utilize in spring is the process of taking a d=
emand tag, duplicating it, and assigning it to one supply tag. This w=
ill allow you to target a specific demand tag specific to a supply tag. By =
doing this, individual tags specific to supply will have higher fill, consu=
me less opportunities, and will remain higher in the waterfall.
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