Adform Bid Multipliers

Assigning Bid Multipliers to Adform Campaigns in Pathfinder

What are bid multipliers?

Bid multipliers enable you to modify the original bid price set by Adform's real time bidding algorithm. These are numercial values that range from 0.01 to 100. Bids between 0.01 and 0.99 reduce the bid price, while bids between 1.1 and 100 increase the bid price. The default bid multiplier is 1. The multipliers are used in RTB auctions to denote the amount advertisers are willing to pay for an impression on an inventory (domain).

Example: A line items's CPM bid price is 10€ and the bid multiplier for a domain is set at 0.5, the line item will place a bid of 10 x 0.5 = 5€ for that domain and 10€ for the domains that have no bid multipliers.

Bid multipliers with Pathfinder

Pathfinder assigns bid multipliers to various inventories(domains) based on the predicted performability of an ad in that domain. This is done during the creation of line items.

While publishing a measurement on Adform from Pathfinder, you can choose a minimum bid multiplier and a maximum bid multiplier. This will scale the Pathfinder generated attention scores within (and including) the specified range.

Bid Multiplier Grouping

You can choose to group the bid multiplier values based on their predicted performability. You can choose the Number of groups you want the bids to be divided into. The bids are grouped and ranked from best to worst performing and assigned representative scores. The bids are finally scaled to the specified minimum bid multiplier and a maximum bid multiplier.

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