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• For factors GREATER than 1.0, we multiply the rate of pacing times the factor. So a factor of 3.0 on channel id publisher ID 12345 would mean that we are 3x less likely to block that request due to pacing than we normally would normal (assuming there is still budget available).

  • Another way to phrase this is the rate of pacing (ie. the time the pacing system looks to complete the current budget period) is effected at a rate of the delivery modifier value

  • For example if a delivery modifier value of 3.0 is applied the rate of pacing is 3.0 which means the pacing system will attempt to complete the budget in 1/3 the budget period

• Similarly, for factors LESS than 1.0, we also multiply the rate of pacing times the factor. For example, a factor of 0.5 on channel id 56789 would mean that we are half as likely to return an ad on that request than we normally would. 

  • if a delivery modifier value of 0.5 is applied the rate of pacing is 0.5 and the system will pace towards that rule at 1/2 the rate (ie. the budget won’t complete on this rule alone)

• The MAX value for a Delivery Modifier is 5.0. Any value above 5.0 will be ignored (treated as a 1.0)

Best practices for delivery modifiers:

• 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 indexes as desired, but that pacing isn’t overly impacted.

• 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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