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The Art & <strong>Science</strong> of Ad Optimization | 4 Ad Network C CAP 2 Top Skimming with Backfill Ad Network Ad Exchange A A CAP 1 If you are going to frequency cap, then you need to be able to call those networks again in your mediation stack to ensure maximum fill rates. B/F Ad Network Ad Network C B Your waterfall is more complex now. We are skimming the best campaigns from Networks C and A, while calling them again at lower ranks in the mediation stack, so all your ad requests are filled. B/F Ad Network A Ad Network Ad Network C A CAP 2 CAP 1 Putting Ties to Work B/F Ad Exchange Ad Network A C Tied When performance is very close across two or more ad partners, you should rank the networks at the same level so that each gets called an equal percentage of the time. This way they can compete to keep the waterfall rank. Ad Network B Tied The ability to rank ad partners equally is especially useful during ramp up, when you don’t yet have any data available. B/F Ad Network A © 2016 Upsight. All Rights Reserved.
The Art & <strong>Science</strong> of Ad Optimization | 5 Ad Exchange A $20 CPM Floor Ad Network C CAP 2 Leveraging CPM Floors B/F Ad Network Ad Network A C CAP 1 Tied Exchanges are very different from networks. Since they pay out on CPM, you have the ability to set CPM floors. One strategy is to set a high CPM floor and put the exchange at the top of your stack. Ad Network B Tied You are now top skimming your exchange partner as well. B/F Ad Network A Ad Exchange A $20 CPM Floor Ad Network C CAP 2 Ad Exchange Ad Network A A $12 CPM Floor CAP 1 Managing Multiple CPM Floors B/F Ad Network Ad Network C B Tied Tied However, while you are top skimming your exchange partner by setting a high floor, you are losing out on a lot of good campaigns from the exchange that could fit in nicely at lower ranks in the waterfall. We should set up more floors! Ad Exchange A $6 CPM Floor Now we are top skimming, mid skimming and backfilling in all cases. This is the complete picture, right? Well, not quite yet. B/F Ad Network A Ad Exchange A $2 CPM Floor © 2016 Upsight. All Rights Reserved.
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