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Overview

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MultiExcerptNamemodifiers

Bid and delivery modifiers are objects that play a crucial role in optimizing campaign performance and managing ad spend efficiently. This is done by giving the object certain modification values that can then be applied to line items or campaigns to help optimize the behavior and performance of the already existing strategy set on line items or campaigns. Alternatively, advertisers may create and select bid and delivery models to use as modifiers, instead of selecting specific modifier terms in the UI. These models are data tables that are created offline that define a set of criteria for bidding and delivery behavior, and then get uploaded to Beeswax for use as modifiers.

Bid modifiers specifically control bid prices by determining when to modify them and by what factor and can be associated with any line item or campaign. They allow advertisers to implement sophisticated bidding strategies without the need for a separate bidding agent. For instance, advertisers can set a base bid and apply multiplier factors to adjust bids for different target segments like device models, geographic locations, user segments, custom lists, or ad sizes. These modifiers can increase or decrease bid prices after targeting criteria are applied.

In addition to manual creation in the UI, advertisers can utilize bid and delivery models as modifiers. These models are data tables created offline, defining criteria for bidding and delivery behavior. Once uploaded to the account, these models are used to automatically adjust bids and optimize delivery based on predefined rules and metrics. This approach offers flexibility and scalability in managing bidding strategies across various advertising contexts.


Modifier Use Cases

Modifier Type

Definition

Bid Modifiers

Device Targeting

Allows advertisers to adjust bids based on the device type, such as desktop, mobile, or tablet. For example, if mobile users tend to convert better for a certain campaign, advertisers can increase bids specifically for mobile devices.

Geographic Targeting

Enables adjustments to bids based on the geographic location of the user. Advertisers can increase or decrease bids for specific regions or countries based on factors like market demand or local events.

Dayparting

Involves adjusting bids based on the time of day or day of the week. Advertisers might increase bids during peak hours when the target audience is more likely to engage with ads.

Audience Targeting

Allows bidding adjustments based on specific audience segments, such as demographic or behavioral characteristics. Advertisers can bid more aggressively for high-value segments.

Contextual Targeting

Enables bidding adjustments based on the content of the webpage where the ad will be displayed. For instance, ads placed on premium or relevant content might warrant higher bids.

Placement Targeting

Involves adjusting bids based on the placement of the ad, such as within certain apps or websites. Advertisers can prioritize placements that historically yield better results.

Delivery Modifiers

Frequency Capping

Controls the number of times an ad is shown to the same user within a specified time period. Advertisers can prevent ad fatigue and ensure a more balanced exposure across the target audience.

Budget Pacing

Manages the rate at which the campaign budget is spent over time. Advertisers can evenly distribute spending throughout the campaign duration to avoid exhausting the budget too quickly.

Ad Scheduling

Determines the specific times and days when ads are eligible to be served. Advertisers can align ad delivery with periods of higher user engagement or conversion rates.

Ad Positioning

Dictates where ads appear on a webpage or app screen. Advertisers can specify preferences for ad placement, such as above the fold or within certain content sections.

Creative Rotation

Controls the rotation of different ad creatives within a campaign. Advertisers can test multiple creatives and optimize based on performance metrics.



Using Bid Modifiers on Beeswax Default (Hexbid) Bidding Strategies

Bid Modifiers can be used with the following line item bidding strategies:

  • Flat CPM

  • CPC Goal

  • VCR Goal

Using Bid Modifiers with a Custom Bidding Agent

Bid Modifiers are able to be used in conjunction with a custom bidding agent. Beeswax will pass the bid modifier product to the bidding agent, which may be optionally incorporate into a model. The final modifier product is passed through in the following field:

optional float bid_modifier_multipliers_product = 6 [default = 1.0];

The bid modifier will otherwise not be applied to the bid with which the bidding agent responds.



Accessing Modifiers

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To access the Modifiers page

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Modifiers Page Contents

, navigate to Trafficking > Modifiers at the top of the screen in Beeswax.  Additionally, Modifiers may be created by clicking the Image Addedbutton, then clicking Bid or Delivery Modifier at the top right of the UI.



Modifiers List View

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List View Fields

Column NameDescription
Name & IDName and ID of modifier.
AdvertiserAdvertiser that this modifier has been applied to.
Modifier TypeEither Bid or Delivery.
Update DateTime stamp of the most recent change to this modifier.
ArchivedYes or no. Modifiers can be un-archived at any time.
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Create a Bid or Delivery Modifier

Info

The steps below outline the creation process of modifiers from the Modifiers screen in Beeswax. Modifiers can also configured and applied at the line item or campaign creation process.

Bid Modifier

  1. To create a bid modifier, navigate to Trafficking > Modifiers > New Modifier > Bid Modifier. Additionally, bid modifiers may be created by clicking the Image Addedbutton, then clicking Bid Modifier at the top right of the UI.

  2. A creation screen will appear with the following fields to complete:
    *Required

    Field NameDescription
    Name*Type a name for the bid modifier.
    Advertiser*Select either an advertiser to associate the modifier to, or set as an account level modifier to apply to all line items and campaigns.
    Bid ModelIf using a bid model, select via dropdown. Matching bid model’s values will be multiplied with bid modifier terms.
    Alternative IDCustom alternative ID that may be used for separate reporting needs.
    NotesAny desired notes about the modifier.
    Add Bid Modifier TermsClick this field to select the desired targeting fields that will apply to this modifier. Clicking the star to the left of the field name in this screen will save it as a favorite.


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  3. Click Save Bid Modifier.

Delivery Modifier

  1. To create a delivery modifier, navigate to Trafficking > Modifiers > New Modifier > Delivery Modifier. Additionally, delivery modifiers may be created by clicking the Image Addedbutton, then clicking Delivery Modifier at the top right of the UI.

  2. A creation screen will appear with the following fields to complete:
    *Required

    Field NameDescription
    Name*Type a name for the delivery modifier.
    Advertiser*Select either an advertiser to associate the modifier to, or set as an account level modifier to apply to all line items and campaigns.
    Modifier TypeEither With Terms or With Model. If using terms, they will need to be selected manually. Models may be selected via dropdown. 
    Delivery Model* (Displays if using Model).

    A Delivery Model can be used in place of Modifier Terms. Select a model via dropdown.


    Fallback Weight* (Displays if using Model).

    For every Delivery Modifier, a Fallback Weight value is required, which will be the weight that is associated with any auctions that matched targeting but do not necessarily match a row in the model or delivery modifier terms (similar to a Default Bid for Bid Models and Modifiers). It is recommended to set the default to 1 in order to fulfill the budget. The Fallback Weight Value can be set as "0" to ensure auctions outside of the model/modifier terms will not be bid on, but doing this may increase the likelihood of under-delivery.

    Notes

    Any desired notes about the modifier.

    Alternative IDCustom alternative ID that may be used for separate reporting needs.
    Add Delivery Modifier Terms

    Click this field to select the desired targeting fields that will apply to this modifier. Clicking the star to the left of the field name in this screen will save it as a favorite.

    Info

    A delivery modifier with a model cannot have terms. 



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  3. Click Save Delivery Modifier.



Adding Modifier Terms

When manually selecting modifier terms instead of using a model, values must be entered to give the term a certain weight, or percentage of priority. 

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  1. From the modifier creation screen, click Add Bid or Delivery Modifier Terms.

  2. A list of various selectable targeting fields will be available to include.

  3. Once the modifier term for targeting has been selected, a value should be applied to that term. For example, if a delivery modifier term of "Language" was selected, a specific language value such as "Italian" must be applied. See more about modifier targeting on Create a Line Item.

  4. Now that the modifier term has been added, there are fields to complete alongside the term to assign priority. These fields will be different depending on which modifier was selected. Please see them bottom of this section for both term fields. 

  5. Once the desired terms have been selected, and the correct values have been applied, click Save Bid or Delivery Modifier.


Modifier Term Fields

Delivery Modifier Term Fields

*Required

Field NameDescription
Weight*Each delivery modifier term must be assigned a weight in the form of a number. The weight represents how much of the line item’s budget should be spent on this portion of inventory relative to other terms.
%This figure represents the percent of the line item's budget allocated to this term.
% CapA Budget Cap represents the maximum percent of budget that can be spent on a term. Low budget caps can risk under delivery. A budget cap can not be less than the term's budget percentage.
Fallback Weight*This controls how much of the budget should be spent on inventory that is in target, but falls outside of other delivery modifier terms. A value of 0 means that no budget will be spent outside of the defined delivery modifier terms.
Total WeightThe sum total weight of modifier terms, including fallback. Budget will be allocated to terms based on their relative weights.

Bid Modifier Term Fields

*Required

Field NameDescription
Targeting KeyThe chosen targeting key; e.g. "Content Category".
ValueThe chosen value that will be targeted; e.g. "Home & Garden".
DynamicDynamic can be toggled to "on" when modifying lists. When this feature is enabled, the term’s multiplier value will be overridden by a value from the list object, segment upload, or custom augmenter.
MultiplierNumerical multiplier for the specific targeting value.

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