Measure revenue lift in deals
Revenue lift metrics cover the Preferred Deal and Private Auction deal types and help you identify low-performing deals to take action. Revenue lift compares two values:
- Actual revenue earned from the deal
- Predicted revenue based on a sample
The sample is used in a simulation that evaluates how inventory would have performed if the deal ID had not existed. This shows you how that inventory would have performed in other deals or in the open auction. You can find revenue lift in the table of active deals or on details page of deals for each buyer.
Revenue lift helps you evaluate performance of various demand channels to make informed decision about how to best allocate inventory and maximize revenue.
- 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 a Private Auction or Preferred Deal.
- 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 covered deal type transacting. Metrics are normalized to a 7 day estimate and are inclusive of all queries where the deal is eligible. Once a deal has ended, metrics no longer display and N/A" is instead displayed.
Deals could underperform for a number of complex and varied reasons. Some general reasons include:
- Not enough or no buyers in the auction bidding
- Bidders bidding below the minimum CPM
- High minimum CPM in your deals where DSPs prioritize bidding on lower CPM deals
Best plan of action is to stop the deal. Alternatively, allow Open Auction bids to compete with Private Auction bids to maximize your revenue through increased competition.