Bid Multipliers

Bid multipliers let you control a tactic's bid price in certain circumstances. Some examples:

  • Bid higher for mobile inventory than for desktop.
  • Reduce the bid for users who've already seen an ad recently.
  • Bid differently depending on the exchange offering an impression.
  • Assign different bid amounts to individual creatives or to specific creative dimensions.

When you've enabled bid multipliers for a tactic, you can apply multipliers to frequency, inventory type, exchange, and creatives. You can review your bid multipliers in the tactic summary page before you save your tactic.

How It Works

Once you enable bid multipliers for a tactic, you can apply multipliers to

  • Frequency: Increase or decrease the bid depending on how many times the user has seen the ad in a given window. For example, bid more for the first or second time a user sees an impression, and less for later impressions within the frequency cap time frame.
  • Inventory type: Increase or decrease the bid price for desktop, mobile web, mobile app, or other inventory types. 
  • Exchange: Increase or decrease the bid price for different exchanges.
  • Creative: Increase or decrease the bid price for the different creatives linked to your tactic.

Multipliers

Multipliers are expressed as decimals, and range from 0.05 to 20. Multipliers smaller than 1 decrease the bid price, and multipliers larger than 1 increase the bid price.  

For example, if you want to bid twice as much for the first time a user sees an impression, apply a multiplier of 2. To bid half as much for the third or fourth impressions within the frequency cap time frame, apply a multiplier of 0.5. 

Any multipliers that you set up can apply to a single impression. If your tactic has a default bid of $5.00, and a frequency multiplier of 2 applies because an impression is a first view and a multiplier of 3 applies because the impression is on a favorite exchange, the bid increases to $30.00:

$5.00 x 2 x 3 = $30.00

If your maximum bid is less than $30.00, the maximum bid is used instead.

Note: Select your maximum bid carefully. Multipliers can add up quickly if applied to all three options, but a multiplied bid will not override the maximum bid of your tactic. To determine the maximum bid for the tactic, we recommend that you manually calculate what the maximum potential bid of your multipliers could be.

Enabling Bid Multipliers for the Tactic

  1. In the tactic editor's General tab, select Use bid multiplier.

  2. Set the Max Bid, the highest bid that can be applied for an impression. The Max Bid applies even if more than one multiplier is in effect.

  3. Set the multipliers you want for frequency cap, inventory type, and exchange. See the instructions below for more details.

All of the bid multipliers appear in the tactic summary for your review.

Remember that more than one multiplier can apply at once. If you've set a bid multiplier of 2 for first impressions and another of 2 for mobile inventory, impressions that are both the user's first impression and mobile will bid at 4 times the default bid (as long as that doesn't exceed the Max Bid).

Frequency Cap

Frequency multipliers change the bid depending on how many times the tactic has already delivered an impression to the current user within a window of time.

Apply multipliers to any of the allowed impressions. If a tactic can deliver three impressions every 24 hours, you can apply different multipliers to the first, second, and third impressions within that window.

  1. Enable bid multipliers for the tactic.

  2. In the Frequency Cap section, set the bid multiplier for each time a user sees this ad within the time range. Multipliers can range from 0.05 to 20.

    In this example, the bid increases the bid to two times the default bid for the first time the user sees the ad within the 12-hour period. If the impression is the second time the user sees the ad from this tactic, the bid is lowered to 75% of the default bid. If it is the third time, the bid is lowered to 40% of the default bid.

Inventory Type

Change the bid price for desktop, mobile web, mobile app, or other inventory types. 

  1. Enable bid multipliers for the tactic.

  2. In the Device tab Inventory section, set the bid multiplier for each type of inventory that you want. Multipliers can range from 0.05 to 20.
    This example increases the bid for mobile app impressions to 2.5 times the default and increases the bid for mobile web impressions to 1.5 times the default: 

Exchange

Increase or decrease the bid price for individual exchanges.

  1. Enable bid multipliers for the tactic.

  2. In the Exchange tab, set the bid multiplier for each exchange as required. Multipliers can range from 0.05 to 20. This example doubles the default bid for Rubicon impressions and leaves the others at the default bid amount: 

Creative

Adjust the bid price for your tactic's creatives. You must first add creatives and link them to your tactic before you can apply bid multipliers.

  1. Enable bid multipliers for the tactic.
  2. In the Creative tab, set the bid multiplier for each creative that is linked to the tactic in the right panel. Multipliers can range from 0.05 to 20. In this example, the first creative is multiplied by 2.5 times the default bid amount, and the second is multiplied by 1.5:

How Optimization Works with Bid Multipliers

If the tactic has machine learning optimization enabled, bid multipliers only act when the tactic is in learning mode. When the tactic is in an optimized state, bid multipliers are no longer in effect.

If the tactic has algorithmic optimization enabled, the bid price generated by the system is more precise and highly valued than the price that is provided manually, so bid multipliers do not take effect.