Floor prices, from an academic standpoint, are there to protect the base value the publisher has placed on the inventory. Bids falling below the floor, or reserve, are usually rejected by the exchange. Losing bid information might be recorded to give the publisher insight on the value advertisers are placing on the inventory and accompanying traffic. Next: Price Floor Discovery
Header Bidding: Why can’t header bidding be done server side?
What’s the reason all header bidding implementations are client side, can’t the same be achieved server side? So instead of a waterfall do an auction by getting pre bids from all the demand partners? What would be the down side to that?
This question was asked on Quora, below is my answer.
Header bidding is designed to expose the clearing price of exchange and SSP auctions so that a publisher’s technology can make an informed decision about which ad to serve. These prices are pitted against each other as well as the publisher’s demand from their primary ad server, usually Doubleclick.
In a perfect world all of this would be done on the server side. The primary benefits would be reduced payload size and lower latency in the browser. It’s not likely to happen, however. It would require SSPs, exchanges and ad servers to figure out how to work with each other in a server-to-server relationship. These companies tend to be competitors; count that as a business reason that will prevent a server side solution. Read more
“In online advertising, how can I predict/forecast the traffic (number of requests) for a day ?The estimated number of eligible impressions, or audience forecasting or “avails” as they say in the industry, can be derived in several ways. I will illustrate two of the methods.
The easiest way to estimate your avails would be to just take a whole day’s worth of data and determine how many of your target users are in there. The problem with this method is that it can take a whole day. If you have a day to spare, this is a good way to go.
For this to work you’ll need the total traffic available for some previous day, or week. You’ll want that data broken down by hour or maybe 15 minute interval. With more traffic, your breakdown can be smaller. For the sake of this example let’s look at an hourly breakdown and a single day’s worth of data. Read more
Your eyeballs are on the block, but they don’t always go to the highest bidder.
“In RTB, will the bid with the highest CPM always win? If not, what are the other factors?”
This question was asked on quora, below is my answer.
In a pure auction, the highest bid should always win. In many cases an RTB auction ends with this result, but not always. There are two or three things that will adjust the auction mechanics to give a lower bidder the impression. Most of the time a modified auction is at the behest of the publisher. Read more
I recently visited my ancestral homeland on holiday. It was the second leg of our trip, which also included Paris. My wife and I had beautiful weather (for Scotland) and spent a lot of time on the busy streets of Glasgow and Edinburgh. We also took a bus tour of the highlands, Loch Ness, and Glencoe.
Some do, but most don’t. It’s as rare a name there as it is here in the States. There’s at least one semi-famous soccer (football) player with the name, but he’s playing for an English team.
Josh McEachran in October 2010, receiving advice from former Chelsea assistant manager (and guy with enormous head) Ray Wilkins
