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How to Use the Bid Shading Feature
When selecting you select a bid strategy that allows for Bid Shading, you will have an option to enable bid shading on that Line Item using the Bid Shade toggle. All bidding strategies with the exception of CPC will allow bid shading at this time. The default is set to “No”.
Beeswax will hold out about 10% of the bids as a “control” where we do not bid shade so that you can compare results against the impressions that were bid shaded.
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| Option | What it does |
| More Aggressive | This option will more aggressively bid shade. Customers can expect higher CPM savings with this option, but also a higher reduction in win rate relative to the Control Group |
| Normal (default) | Normal bid shading aggressiveness. This is the default for all Line Items. |
| Less Aggressive | This option will less aggressively bid shade. Customers can expect lower CPM savings with this option, but also a lower reduction in win rate relative to the Control Group |
Reporting
Log Fields
| Field Name | Values | Log files |
| bid_shade |
| Bid Logs, Win Logs |
| bid_shade_reduction_micros | Reduction (in micros) that the algorithm reduced your bid price | Bid Logs, Win Logs |
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Below are common questions that can be answered about Bid Shading by Reporting:
Q: How much did bid shading save me in terms of CPM?
A: Run a Performance Report and compare your CPM on line item(s) where Bid Shade = Bid Shaded to those where Bid Shade = Control Group. Be sure to filter by auction type = 1st price since bid shading only occurs on 1st price auctions. You must report at the line item level and not anything higher in the hierarchy like Campaign or Advertiser because the aggregation at higher levels may show misleading results.
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For an updated list of exchanges where Beeswax utilizes the exchange’s SSP-side bid shading, please see the list of Inventory SourcesSupply Partners.
Customer Enablement
To enable the Bid Shading option for your Buzzkey, please contact Beeswax Support.
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Q: Is Bid Shading an option on Presets?
A: No, it is not currently an option on presets.
Q: How is this different from the "Optimized CPM with Pacing" Bidding Strategy?
A: The Optimized CPM with Pacing strategy uses a different algorithm to reduce CPM, but it is not as effective as the bid shading feature as it does not optimize for win rate and maintaining a consistent profile of inventory.
Q: How are bid floors taken into account?
A: Bid shading will not reduce the bid below the bid floor. The algorithm will bid the max of the reduced bid price and the bid floor.
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