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• The impact of a given delivery modifier rule is dependent on (a) the amount of supply the rule applies to (b) the magnitude of the rule. For this reason, we suggest adjusting delivery modifiers in an iterative fashion so that the supply makeup is indexing indexes as desired, but that pacing isn’t overly impacted more than desired.

• Delivery modifier rules should initially be set at a value close to 1.0 (ie. 0.8 - 1.3). Delivery should be assessed with these initial values.

  • If delivery matches desired outcome then no adjustments are needed

  • If delivery does not match desired outcome then increase/decrease modifier rules as needed

• The primary use case for delivery modifiers is:

  • Use a rule of > 1.0 when supply is scarce and the desire is to bid on more of the scarce supply

  • Use a rule of < 1.0 when supply is abundant and the desire is to bid on less of the abundant supply

Bid Shading

Bid shading allows a user to incrementally decrease the bid price to lower the cost of a demand tag if a budget is already on pace (where “on pace” is defined as >= 90% of goal). It essentially works like another bid modifier that is stacked with any other applicable modifiers when calculating bid price.

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