When setting up a line item you need to select a bidding strategy. Beeswax customers have the option to use our out-of-the-box bidding strategies or create a custom bidding strategy in conjunction with a Bidding Agent.
The below table summarizes the out-of-the-box bidding strategies available. These bidding strategies are set at the line item level in the overview tab under ‘Delivery & Bidding’. Note that if using a custom bidding strategy it will appear in the same drop down as the below.
|Flat CPM||This bidding strategy will always bid the CPM entered in the UI whenever it receives an ad requests that matches the line item targeting. This strategy does not use pacing and thus will deliver as fast as possible.|
|Flat CPM with Pacing||Similar to Flat CPM, this bidding strategy will also always bid the CPM entered in the UI whenever it receives an ad requests that matches the line item targeting. However, it must also have room remaining within its pacing target. More information on pacing can be found here: http://help.beeswax.com/article/85-pacing|
|CPC Goal||This bidding strategy will optimize towards a goal eCPC set at the line item level, as well as stay within the parameters of a max CPM bid set at the line item level. Note that this does not take companion ad clicks into consideration.|
|CPC Goal with Pacing||This bidding strategy will optimize towards a goal eCPC set at the line item level, stay within the parameters of a max CPM bid set at the line item level and aim to evenly pace the delivery of your budget. Note that this does not take companion ad clicks into consideration.|
|Optimized CPM with Pacing||This bidding strategy will bid values between 10-20% lower or higher than the base CPM entered in the UI. Most bids will be in the 10-20% range, but can fall outside that range. Bid price is a random value in log normal distribution centered on the base bid. The strategy will still prioritize remaining on its pacing target through bidding frequency.|
|Video Completion Rate||Choose a target Video Complete Rate for a video Line Item and the Beeswax algorithm will aim to hit that target rate for the given CPM. This algorithm will not take delivery into account, so if you set the target rate too high (90%+) delivery may be significantly reduced.|
|Video Completion Rate with Pacing||This bidding strategy will both optimize towards the video completion target that you set and aim to evenly pace the delivery of your budget.|