''Amazingly, the algorithms created and put in place over the past decade are such that this pricing of the ad—website by website, target viewer by target viewer—happens in a fraction of a second. Each of Trevor’s 500 million impressions, or ads, will be bought separately, one by one, through this near-instantaneous auction system. Trevor and his planning partner are likely to have a second screen where they can monitor the data that the demand-side platform will send them minute by minute over the next 180 days, demonstrating how the campaign is doing: the price Trevor is actually paying, the campaign’s progress in reaching the targets, and the results, including the percentage of targets who are clicking through to get more information from Hertz. This allows them to adjust the plan—reduce or add to the budget, tinker with the message, or change some of the target choices.''
Gérard S.’s Post
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Digital & Broadcast Advertising | Media Sales & Sales Leadership | AdTech | SaaS | HubSpot Certified Digital Advertising | OTT Academy Certified | Local, Regional, National & Global
The ecosystem is so complex now, that only "one-third of digital media buyers do not even know that bid shading exists, and only 35% feel extremely confident in their understanding of how a bid shading algorithm works and that they can explain it to others. Despite not knowing, 70% pay an extra fee for this tool, assuming that it is saving them money. The data further reveals a vast majority of digital media buyers cannot agree on what bid shading does; some say: 32% -- a tool to adjust their bids for a first-price auction; 32% -- an algorithm that optimizes their win-rate and CPM; 22% -- a tool that manipulates their bid so they pay less (22%); 12% -- adds another fee to their bid" #programmaticadvertising
Advertisers Losing $6.6B To Bid Shading
mediapost.com
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Made for Advertising sites (digital junk) continue to run rampant despite the ANA warnings. These sites, with leads like "20 greatest guitar solos" definitely get clicks and eyeballs, but the eyeballs pay little attention to the ads. A few points: - Advertisers need to demand better from their media agencies - And advertisers need to implement their own tech and staffing that allow for test, control and verification - This issue will only get worse without advertiser/marketer intervention: the junk has great CPMs and makes a bad plan "look good" - Unfortunately these are junk CPMs - Tips to clients - especially clients with smaller budgets and limited ability to onboard their own tech: 1. require your agency to review MFA buys and determine a baseline, 2. require your agency to report on MFA buys monthly, 3. set MFA reduction targets, 4. limit the percentage of impressions you will pay for in MFA impressions that you will pay for contractually, Wash, rinse, repeat! #4As #associationofnationaladvertisers #mediaagency #marketers Mary Ann Pruitt Janet Casey Jane Deery
Inside the ‘made for advertising’ crackdown—and why it isn’t working
adage.com
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Future Real Estate Agent & Promoter | Daily Costa del Sol & Spain Real Estate News & Insights | Studying Marketing and Market Research @ UMA | Determined and Hard-Working
Like I said before, Pmax campaigns can be a problem if they're not managed correctly so: -Yes, you'll still have to actively change things and optimize the campaign. -You shouldn't run Pmax campaigns if you're in a highly regulated industry. #ppc #pmax #googleads #googleai #googlead #googleadvertising #advertisingagency
Google's PMAX Has Run Brands' Search Ads on Porn and Piracy, claims New Adalytics Report - VideoWeek
https://videoweek.com
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Decoding RGSP: The engine behind Google's Ad Auctions. This algorithm randomly picks an ad auction winner, ensuring a fair game. Discover the technical aspects of RGSP, explore why Google prefers this method, and reveal just how it impacts your advertising strategies. https://bit.ly/3M1XO9e #GoogleAds #RGSP #AdAuctions #DigitalMarketing
Decoding RGSP: Unveiling the Mystery Behind Google's Ad Auctions - AdToro
https://www.adtoroagency.com
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Want to Get the Most Out of Your Ad Spend? Ever Heard of Bid Shading? If you’re familiar with the Cost-Per-Click (CPC) advertising model, you might have faced a common dilemma: How to win bids for ad impressions without overpaying? The answer is ‘Bid Shading’. Bid Shading is a technique used in online advertising to help advertisers pay the right price for an ad impression. It’s like a secret weapon that helps you win the ad space at a price that’s just right. In simple terms, Bid Shading is when you place a bid that is lower than what you think the bid is worth. This is done to balance the chances of winning the bid and not overpaying for it. Bid Shading algorithms use data like market trends, site details, ad size, exchange rates, and bid data to find an average between the highest and lowest priced bids. They look at the historical prices of an ad placement and compare them to what buyers are willing to pay to predict the lowest price a buyer can submit to win the online auctions. So, if you want to get the most out of your ad spend, understanding and using Bid Shading can be a game-changer. #CPC #OnlineAdvertising #amazonads #facebookads #digitalamarketingexpart
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Joe Yakuel is the CEO of WITHIN. He is also an entrepreneur, advisor, professor and digital marketer who pioneered the "Performance Branding" marketing methodology.
🚨 Google Loophole Alert 🚨 Thought Google was a 2nd price auction? Think again... Let's start out with this snippet from the Google Ads help center: "If your ad is the only one that’s eligible to show, (for example, because none of your competitors meet their Ad Rank thresholds), you’ll pay the reserve price (the threshold rounded up to the minimum billable unit in your country, for example to the next penny in the U.S.). This means that depending on your ad quality and Ad Rank thresholds your ad could be relatively expensive, even when no ads show immediately below it." ➡️ TLDR: Being the lone advertiser meeting the Ad Rank threshold turns the auction from a second-price to a first-price auction. Giving you a golden opportunity to reduce costs. Why? Because if you’re the only eligible bidder, Google calculates your ad cost based on Ad Rank. Not on a competing bid. So if you literally just bid less in these situations, you would pay less without sacrificing any impressions or impression share. Comment below if you want us to audit your Google Ads account and identify these opportunities for you!
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Google's Advertising Auctio n Secrets: Unveiling the Mysterious Bids! Google secretly adjusted ad auctions to maximize revenue. This revelation has come to light during a federal antitrust trial, shedding light on Google's advertising practices. The search engine's covert modifications in ad auctions have impacted ad costs and reserve pricing for advertisers, potentially raising them by up to 5%. #google #advertising #searchengine #adscholars
Google Secretly Alters Ad Auctions to Boost Revenue Targets
https://adscholars.com
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Made for Advertising websites is the ad industry’s latest way to operationalize low quality inventory on the Internet. Several industry groups have recently given a formal definition outlining the criteria for these publishers, but when any concept in ad-tech is defined and standardized, it is often gamed, plus innocent publishers can get caught in the crosshairs. Will defining MFA solve programmatic’s quality problem? With Curt Larson, Jeremy Gan https://lnkd.in/eERQjRnh
Can a New Definition End Made for Advertising Sites?
adweek.com
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📢))) 𝐀𝐝 𝐒𝐭𝐫𝐞𝐧𝐠𝐭𝐡 𝐢𝐬 𝐧𝐨𝐭 𝐚 𝐟𝐚𝐜𝐭𝐨𝐫 𝐢𝐧 𝐭𝐡𝐞 𝐚𝐮𝐜𝐭𝐢𝐨𝐧 This is one of the biggest misconceptions advertisers may have about Ad Strength. It is a feedback mechanism for your creative assets, meant to be used as a helpful guide to improve the effectiveness of your ads. It does not affect bidding or the ability of your ads to enter the auction. However, you may find that Google will limit a campaign's impressions due to "low asset diversity or relevancy", essentially 𝐞𝐱𝐜𝐥𝐮𝐝𝐢𝐧𝐠 𝐲𝐨𝐮𝐫 𝐚𝐝 𝐟𝐫𝐨𝐦 𝐜𝐞𝐫𝐭𝐚𝐢𝐧 𝐚𝐮𝐜𝐭𝐢𝐨𝐧𝐬. Want to know more about Ad Strength? Ginny Marvin wrote an article on Ad Strength. Read it here: https://bit.ly/3W7bgyk Follow me for more #ppc news and updates. #ppc #googleads
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30%! A staggering 30% of open auction revenue on the web goes away to extremely low-quality Made For Advertising (MFA) websites. Look no further, this is one of the biggest, if not the biggest problem in ad tech, especially when we take into account the rise of AI. This is why it is crucial for both demand and supply holders to act on this and help premium publishers return what belongs to them. It's actually really easy and it all comes down to a few simple rules; 1) When marketers tell DSPs to optimize by sales, conversions, and real-world outcomes, they run away from MFAs. 2) When DSPs are told to value cost per viewable impressions, they gobble up MFAs. Or to put it quite simply: "Stop buying and selling worthless ad inventory and focus on quality human attention in a branded environment which guarantees performance rather than cheap viewable inventory which never gets clicked." Thank you! 🙂
Why MFA Is Ad Tech’s Biggest Problem – But Also Its Easiest To Solve | AdExchanger
adexchanger.com
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