Knowledge Base

Auction Management Tool

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What Is It?

The Auction Management tool is a reporting resource for publishers that provides insights into a publisher’s inventory dynamics. The tool outlines the reasons why advertisers are losing out on a publisher’s inventory, called "Loss Reasons."

Benefits

The insights gleaned from the Auction Management tool allow publishers to capture and maximize revenue -- a concept called yield optimization.

Accessing the Tool

Below is a video that shows how to access the Auction Management tool in the LiveIntent platform. First, log into platform.liveintent.com and navigate to the "Reporting" section on the top of the screen. Then select "Auction Management" on the lefthand navigation bar. Now, "Select Publishers" in the upper righthand corner. 

How To Use the Tool

Once you have selected your publisher(s), you can interact with the various Loss Reasons, as demonstrated in the video below. You can click the pie chart on the left side of your screen or the individual Loss Reasons on the right side to populate data at the bottom the page. Additionally, on the bottom left of the pie chart, you can choose to include "Normal Nobids" in your Loss Reasons. Normal Nobids, which occur when an advertiser chooses not to bid on an impression, account for roughly 90% of all bids. Furthermore, you can adjust the timeframe of your reporting in the upper lefthand corner. 

The data that populates for each Loss Reason can be downloaded as a CSV. If you apply any search filters, the data will download accordingly. If you want to see all the data for each Loss Reason selected, do not apply any filters.   

Please note that all bid data is counted in aggregate. There can be thousands of bids for a given impression, but there will only be one winning impression; therefore, there is no way of knowing if any of the aggregated bids outlined in the Auction Management tool would have won. Accordingly, for a given advertiser, you cannot multiply the associated bids by the bid CPM to calculate lost revenue. 

Types of Loss Reasons

Loss Reasons are reasons why an advertiser is losing out on a publisher's inventory. There are two types: Actionable and Insightful Loss Reasons. Actionable Loss Reasons can be managed and influenced by you. They show how and where to implement changes in your yield management strategy to maximize revenue. Insightful Loss Reasons, on the other hand, cannot be managed by you. They do, however, provide transparency into how Advertisers interact with your inventory. 

Together, all of the Loss Reasons give you a transparent view of your inventory dynamics. The data gleaned from the Auction Management tool can be used to more effectively implement strategies to meet revenue goals and other KPIs.

Actionable Loss Reasons 

Loss Reason

Definition

Actions to Take

Advertiser Blocked (Publisher Blacklist)

Occurs when an advertiser is present on a publisher’s blacklist and is blocked from bidding on a publisher’s inventory

You can remove advertisers from your blacklist to increase your yield

Advertiser Blocked (Publisher Whitelist)

Occurs when an advertiser is not present on a publisher’s whitelist and is therefore blocked from bidding on a publisher’s inventory

You can add advertisers to your whitelist to increase your yield

Creative Category Blocked by Publisher

Occurs when a publisher blocks an IAB category. Any advertisers within a blocked IAB category are blocked from bidding on a publisher’s inventory

You can unblock IAB categories to increase your yield

Floored

Occurs when an advertiser loses out on a publisher’s inventory because the advertiser’s bid did not meet the minimum bid requirement as defined by a publisher’s floor settings

You can lower your floor to increase your yield

Deal floored

Occurs in DealIDs when an advertiser loses out on inventory because its bid did not meet the minimum bid requirement as defined by the DealID’s floor settings

You can work with your account team to ask the advertiser utilizing DealID to increase their bid

Invalid Response

Occurs when a programmatic advertiser sets up a campaign incorrectly within its DSP. The two most common causes of invalid responses are wrapped tags and JavaScript tags

Have your account team reach out to the DSP in question and show them how to implement a proper set up

Bad Response Code

Occurs for programmatic advertisers when an http response code is not 200 (“OK”) or 204 (“No Content”)

Have your account team reach out to the DSP in question and show them how to implement a proper set up

No Creative Size on Multi-format Request

Occurs when a DSP buyer does not specify the width and height of a creative in the bid response so we do not know which section size they want to fill

Reach out to your account team. They’ll work with our Programmatic team to get in contact with the DSP in question and help them rectify their bid response settings/parameters.

Removed by Coordination

Occurs when publishers implement unique ad mode. This means that an advertiser is unable to win more than one ad slot in a newsletter

Turn off unique ad mode

 

Too Many Tracking Pixels

Occurs when a programmatic advertiser appends more than five tracking pixels to their line item

Have your account team reach out to the DSP in question and show them how to implement a proper set up

 

Actionable Loss Reasons can be bucketed into two types: those you can address on your own and those you can address with your account team. Actionable Loss Reasons you can address on your own include: Advertiser Blocked (Publisher Blacklist), Advertiser Blocked (Publisher Whitelist), Creative Category Blocked by Publisher, Floored, & Removed by Coordination. Actionable Loss Reasons your account team can address for you include: Deal Floored, Invalid Response, Bad Response Code, No Creative Size on Multi-Format Request, & Too Many Tracking Pixels. 

Insightful Loss Reasons 

Loss Reason

Definition

Normal Nobid

Occurs when an advertiser chooses not to bid on an impression

*** This is the most common loss reason, and accounts for roughly 90% of all bids

Outbid

Occurs when an advertiser is outbid by another advertiser. Outbids are counted in aggregate

(Please keep in mind is that this is a reflection of all aggregated outbids, so more outbids is a positive.)

Removed by Learning

Occurs when a direct sold impression is removed from the auction because it is in learning mode

Timeout

Occurs when an advertiser’s bid does not receive a response in less than 250 milliseconds

Creative Category Blocked by Advertiser Competition

Occurs as a result of settings applied at the advertiser level when the advertiser is buying through a third party DSP

Deal preferred

Occurs when a DealID bid wins over an open exchange bid for a given impression

 

The Auction Management Tool & Yield Management

You should look at the data in the Auction Management tool in conjunction with your daily reporting to create a complete picture of your inventory dynamics and to understand how exactly advertisers value your inventory. Without your standard reports, which include relevant metrics like Fill Rate and Net eCPM, it would be difficult to make poignant changes to your yield management inputs. When looking at both reports, make sure the data is from the same timeframe.

Below is an example report for an imaginary media group. We will reference the data in this report in the two examples below to help demonstrate how you can use both your Auction Management and platform reports to make changes to your yield management strategy. 

Publisher

Template

Publisher Revenue

Impressions

Net eCPM

Fill Rate

Alpha

Sports

 $                   890.24

    1,398,284

 $        0.57

95%

Alpha

Football

 $                   677.31

    1,333,362

 $        0.45

95%

Alpha

Basketball

 $                1,346.48

    1,115,294

 $        2.20

63%

Gamma

Science

 $                   585.25

       340,164

 $        1.42

40%

Delta

Markets

 $                   524.70

       709,435

 $        0.66

71%

Delta

Stocks

 $                1,860.17

    1,000,461

 $        1.67

99%

 

 

 $                5,884.15

    5,897,000

 $        1.16

77%

* Please note: all figures above are made-up *

Example 1

Goal: Raise Net eCPM to $1.25

Solution: Look for advertisers within the Actionable Loss Reasons that have high bid volumes and Bid CPMs greater than the current CPM. 

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Suggested Action: For the first Loss Reason shown above, "Advertiser Blocked (Publisher Blacklist)," we are looking at all publishers under the media group. We've filtered the results to look at advertisers who had the greatest total of lost bids. In doing so, we see that the first advertiser, "mercury.com," has 2.7 million lost bids at a bid CPM of $2.33. 

Given that the aggregate bid total is almost half of the total impressions served during this time period, and the the bid CPM ($2.33) is double that of the current CPM ($1.16), we can reasonably assume that mercury.com would win impressions if removed from the blockslist. The result would be a higher CPM that moves the media group towards its CPM goal of $1.25.

The second Loss Reason, "Creative Category Blocked by Publisher," is also filtered by largest aggregate bids, but for only the Delta publisher. In this instance, we see that the first two advertisers have high aggregate bid totals and bid CPMs greater than the current CPM. If Delta decides that warriors.com and raptors.com do not need to be blocked, they can add every domain from the creative categories that were previously blocked (Arts & Entertainment and Style & Fashion) to their advertiser domain blocklist. This would still effectively block the entire category while giving warriors.com and raptors.com an opportunity to win impressions. And, like with the first Loss Reason, we can reasonably expect both advertisers to win impressions, which would raise this media group's CPMs closer to its goal. 

Example 2

Goal: Increase Fill Rate to 85%

Solution: Pinpoint the publishers in the media group that have the lowest fill rates. Then, for these publishers, look for advertisers within the Actionable Loss Reasons that have high bid volumes and Bid CPMs greater than the current CPM.

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Suggested Action: For the first Loss Reason, "Advertiser Blocked (Publisher Whitelist)," we're looking at publisher Gamma because it has the lowest Fill Rate (40%). This time, we've filtered results by highest bid CPM. The first advertiser, mountains.com, bid unsuccessfully 370,000 times, which is more than the total impressions served by Gamma in this time period. Therefore, we can assume that mountains.com would win impressions at a $10 CPM if it were added to Gamma's whitelist. And, the more impressions served, the higher the Fill Rate. 

For the second Loss Reason, "Floored," we've again filtered results by highest bid CPM, but are instead looking at publisher Alpha. In this instance, Alpha has three newsletters, so we have to deduce which templates have floors. Given that the highest bid CPMs for the floored advertisers are far greater than the net eCPMs for the Sports and Football templates, we know that the Basketball template must have the floor. Now, when analyzing the results, we see that the three advertisers with the highest bid CPMs only account for 0.02% each of total bids for the Floored Loss Reason. Therefore, we would not advise lowering the floor because there is simply not enough bid volume to win any impressions, which means that the Fill Rate likely will not change if you lower your floor. 

 

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