Private Auctions

Measure revenue lift

Revenue lift metrics help identify low-performing Private Auction deals in order to take action. You can find revenue lift on the list of buyers in a Private Auction or under the "Per deal" tab from the Private Auction homepage.

Revenue lift compares two values:

  • Actual revenue earned from a Private Auction deal
  • Predicted revenue based on a small sample of ad requests

The sample ad requests are used in a simulation that evaluates how inventory would have performed if the Private Auction deal had not existed. Ad requests that would have been satisfied by the Private Auction deal in question are instead satisfied by some other demand channel instead—another Private Auction deal or in the Open Auction—or not satisfied at all. The revenue earned from these other channels is measured and normalized in order to compare with actual revenue earned by the Private Auction deal in question. Revenue lift, then, is simply the difference between these two values.

Revenue lift helps you evaluate performance of Private Auction deals. 

  • Positive lift: Suggests that you are earning more with the active deal than you would have if you stopped the deal.
  • Negative lift: Suggests that you could have earned more with the inventory if you had not included the buyer in the Private Auction.
  • Negligible: Lift is within plus or minus $10 USD (inclusive) per week and, therefore, considered having minor lift.

Revenue lift metrics are available and actively updated for every Private Auction deal transacting. Metrics are normalized to a 7 day estimate and are inclusive of all queries where the Private Auction deal is eligible. Once the Private Auction deal has ended, metrics no longer display and  N/A" is instead displayed.

Take action

Private Auction deals could underperform for a number of complex and varied reasons. Some general reasons include:

  • Not enough or no buyers in auction are bidding
  • Bidders bidding below the minimum CPM
  • High minimum CPM in your Private Auction deals where DSPs prioritize bidding on lower CPM deals

Best plan of action is to stop the Private Auction deal. Alternatively, allow Open Auction bids to compete with Private Auction bids to maximize your revenue through increased competition.

 

 

 

 

 

 

 

 

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