How To Create Bid Modifiers

Bid Modifiers allow advertiser to run sophisticated bidding strategies within a line item. Bid Modifiers can be created separately and then associated to line items, or directly in the line item workflow. Bid Modifiers can also be created or associated with campaigns, in which case they are used as the default for all line items within the campaign.

To create a Bid Modifier:

  1. Select “+New” button> “Bid Modifier”
  2. Enter the Bid Modifier name
  3. Select the advertiser ID the Bid Modifier will be associated with. To create an account level Bid Modifier, do not select an advertiser from the dropdown
  4. Select the targeting object the Bid Modifier will affect and insert the modifier value. The maximum value for a modifier is 100.  For example, to set up a bid modifier that bids 2x the base bid on users in New York, select “geo”, enter “New York” in the geo field, and then enter 2 as the modifier value:

  1. Save & Close
  2. Navigate to the line item the Bid Modifier will be applied to
  3. Toggle to the “Bid Modifier” tab at the top of the line item object page
  4. Select “choose existing” and then select the Bid Modifier from the drop down.
  5. Set a max bid to ensure the line item never bids above a certain CPM.
    1. If a particular bid request falls in multiple Bid Modifier statements of different key types, the modifiers will have a duplicative effect. For example, if an advertiser has a modifier of 2 for geo New York, NY and 2 for iOS, a bid request for NY and iOS will have a modifier of 4 (2x2). A max bid creates a ceiling for this duplicative effect.
    2. If a particular bid request falls in multiple Bid Modifier statements of the same key (for example: 2 different IAB categories) the highest Bid Modifier will be used
  6. Save and close

To create a Bid Modifier within a line item:

  1. Navigate to the line item the Bid Modifier will be applied to
  2. Toggle to the “Bid Modifier” tab at the top of the line item object page
  3. Select “create new” under Bid Modifier
  4. Follow steps 2-5 from the “create a seperate Bid Modifier” instructions

To create a Bid Modifier within a campaign:

  1. Navigate to the campaign the Bid Modifier will be applied to
  2. Toggle to the “Bid Modifier” tab at the top of the campaign object page
  3. Select “create new” under Bid Modifier
  4. Follow steps 2-5 from the “create a seperate Bid Modifier” instructions

When Bid Modifiers are set at the campaign level, all line items (with no bid modifiers set) will inherit these modifiers.  However, bid modifiers set at line item level will override campaign level bid modifiers.

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