Bid Modifier FAQs
Q: What happens if multiple modifier terms match the bid request?
A: When several bid factors are applied to the bid, there can be one of two results:
- Matching Items across Keys - multiply modifier factors (2X * 3X = 6X)
For example, a base CPM bid is set at $2. A 2X bid factor was applied to impressions when the Geo ‘State’ is equal to ‘New York’. A second 3X bid factor is applied to impressions with an ‘Operating System’ equal to ‘iOS’. If an impression were to come through matching both criteria, then the factors would be multiplied together, and the ultimate multiplier would be 6X. The bid would then be $12 CPM.
- Matching Items within the same Key - high modifier factor is chosen.
For example, a base CPM bid is set at $2. A 2X bid factor is applied to impressions when the ‘Content Category’ is equal to ‘Education’. A second 3X bid factor is applied to impressions when the ‘Content Category’ is equal to ‘Careers’. Impressions where the content category is BOTH ‘Education’ and ‘Careers’ will only yield a flat 3X bid multiplier, as this was the single highest bid factor being applied within the ‘Content Category’ Key. The resulting bid would be $6 CPM.
Q: What happens if multiple Deal IDs match the bid request?
A: Similarly to matching items within the same key, when multiple matching Deal IDs are present in both the bid request and Bid Modifier, the highest modifier is chosen. This is the case even if the Line Item is not targeting the Deal ID with the highest modifier.
For example, if a bid request has Deal IDs A1, B2, C3, and the line item is only targeting Deal ID B2, but the Bid Modifier has the following modifiers:
- A1, 2X
- B2, 3X
- C3, 5X
The bid response will include Deal ID C3 even though the line item was not explicitly targeting that Deal ID as it has the highest modifier.
Q: Is there a limit on the number of terms which can be put in a single Bid Modifier object?
A: Yes, the maximum number of terms is 1000.
Q: What happens if I set a Bid Modifier factor of 0x on a term?
A: We recommend that users use the "exclude" function where possible but this will be accepted by the system to exclude the term.
Q: What is the maximum modifier value?
Q: What is the maximum number of decimal places allowed on a bid modifier value?
A: Values are rounded to two decimal places.
Q: Can I set a Bid Modifier value on the items in a list?
A: Yes! A value can be associated to each individual list item within uploaded lists, and "Dynamic" should be selected when choosing the list.