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Overview
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A number of factors can contribute to why a line item may not be bidding. Given the multitude of permutations for setting up and optimizing campaigns and line items in Beeswax, it can be difficult to narrow down the cause of delivery issues. Bid Decision Flow is a diagnostic tool for troubleshooting line item performance that provides a graph of the auction data being sent to the customer’s bidder and visualizes how the bidding system chose to respond to auctions within a given lookback window. |
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How it Works
To access Bid Decision Flow:
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- Targeting – Captures whether a targeting key for the line item led to a non-match for the given auction.
- To address dropoff at this stage, expand line item targeting. Some tactics to increase bids may include removing segments, adding more geo values, modifying the inventory in targeted lists, etc.
- Creative Match – Captures whether the creative properties led to a non-match for the given auction.
- Check creative setup to ensure it is aligned with the requirements of the targeted inventory. Review the creative attributes (e.g.- video MIME types, API, bit rate), consider adding additional creative sizes, make sure the creative is marked as secure, etc.
- Frequency Cap – Captures whether the line item was able to bid without exceeding frequency cap.
- Loosen frequency cap restrictions, or add additional frequency cap ID types if dropoff occurs at this stage.
- Pacing – Captures whether the line item held back from bidding due to the applied pacing algorithm.
- If requests do not pass this stage then your line item is pacing. If requests pass this stage at 100% rate then either (1) you are not using pacing or (2) your line item is underpacing and the bidder is trying to catch up.
- Bidding Agent – Whether the bidding agent chose not to bid.
- This stage pertains to the bidding strategy being used on the line item. If using optimized strategies such as CPC Goal or Video Completion Rate, adjust the target values to increase bids. Alternatively, consider switching to a different bidding strategy.
- Budget – Captures whether the line item had sufficient budget to bid and stay under budget.
- Adjust the daily or lifetime budget as needed. Check to see if the line item or campaign budget cap has already been reached.
- Post Processing – Captures whether a bid was dropped in the final steps before sending to exchange (e.g. the bid price is lower than the floor price, the bid price is lower than a competitive bid, or your bid is not eligible due to advertiser or seat restrictions)
- Try raising the CPM bid. If targeting deals, ensure the bid is above the deal floor.
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Drop-Reasons
To identify the cause of the bidding drops, subdrop-reasons are available for certain stages and are shown on a pop-out chart. You can click on the ‘Show Details’ button for stages that support subdrop-reasons, which are Targeting Match and Post-Processing.
The bids dropped for a selected stage will then be broken down by subdrop-reasons, as shown in the image below:
Targeting Match
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Drop Reasons
Targeting Match subdrop-reasons will be shown at the targeting module level.
Mismatches on multiple targeting modules can cause a line item not to bid, for example if both Geo and Platform did not match. Bid Decision Flow looks at each module in the line item targeting one at a time, and will only log the first subdrop-reason where a mismatch occurs.
Drop Sub ReasonDrop Reason | Description |
App/Site mismatch | Non-match due to app/site targeting |
Content mismatch | Non-match due to content targeting |
Environment mismatch | Non-match due to environment targeting |
Exchange mismatch | Non-match due to exchange targeting |
Geo mismatch | Non-match due to geo targeting |
Platform mismatch | Non-match due to platform targeting |
Time mismatch | Non-match due to time targeting |
User (Segments) mismatch | Non-match due to user targeting |
Video mismatch | Non-match due to video targeting |
Time or IP Range mismatch | Non-match due to time range, or IP range targeting |
Processing Error | Processing error |
Post-Processing
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Drop Reasons
Drop Drop Sub Reason | Description |
Floor Price Filtered | Bid price is lower than the bid floor passed from the exchange |
Fix Price Filtered | Bid price is lower than the bid floor in a fixed price direct deal |
Exchange Seat Error | Error with Seat set up or Seat eligibility |
Ghost Bid | Ghost bid candidates will not submit an actual bid back to the exchange |
Processing Error | Captures all other reasons why a bid was dropped in the final steps before sending to exchange |
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Q: Will other stages support subdrop-reasons in the future?
A: Yes, creative drop drop sub-reasons are on the roadmap.