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Bidding on 2 different mobile DSPs (10)

12-15-2014 05:32 PM #1 lanza123 ()
Bidding on 2 different mobile DSPs

Hi,

I was wondering, if when bidding on 2 separate mobile DSPs for the same targets, would I just be bidding against myself or would I be bidding for different traffic?

12-15-2014 05:38 PM #2 jaguar team (Member)

You'll be bidding against yourself.

12-16-2014 03:23 AM #3 cmdeal (Veteran Member)

There is so much mobile inventory that unless you are running really big numbers and the 2 dsps are plugged into the exact same exchanges and they are charging the exact same prices for traffic ... chances are almost nil that you will be competing much with yourself with 100 usd campaigns.

12-16-2014 09:24 AM #4 zeno (Administrator)

Quote Originally Posted by cmdeal View Post
There is so much mobile inventory that unless you are running really big numbers and the 2 dsps are plugged into the exact same exchanges and they are charging the exact same prices for traffic ... chances are almost nil that you will be competing much with yourself with 100 usd campaigns.
This.

Unless you are buying up a susbtantial % of the overall volume available with your specific targeting, competing with yourself is not too much of a worry - you are afterall competing with everyone else first.

12-17-2014 03:54 AM #5 jaguar team (Member)

Quote Originally Posted by cmdeal View Post
There is so much mobile inventory that unless you are running really big numbers and the 2 dsps are plugged into the exact same exchanges and they are charging the exact same prices for traffic ... chances are almost nil that you will be competing much with yourself with 100 usd campaigns.
He mentioned "for the same targets" -- does your statement still hold valid?

If the traffic is different for the same placement/targets, is there a way to quickly and easily determine which platform/RTBs will have access to the highest quality traffic?

12-17-2014 05:27 AM #6 zeno (Administrator)

If the targets have limited volume then yes you would be competing with yourself directly.

It's a pretty simple situation. You are in some pool and trying to drink the same water as every other advertiser. How big the pool is depends on you and the inherent volume from each placement.

If you target a specific carrier in Taiwan for Motorola Moto G's on a specific android version and on 3 specific app placements, then the traffic may only be 1,000,000 impressions daily and if you do the same thing on 5 DSPs you will certainly self-compete. Different DSPs will then perform differently due to their internal mechanics e.g. how much they add on top of raw bid prices.

On the other hand if you target Brazil users on all sites/apps, you could probably spend $1000/day on 10 DSPs and not inhibit your own traffic.

As for 'traffic quality', this has little to do with the DSP and everything to do with the placement and your bids. On separate DSPs the absolute bids you need to get the same raw bid at the exchange may differ slightly but this is something we can only really speculate on.

12-17-2014 06:49 AM #7 panthary (Member)

He mentioned "for the same targets" -- does your statement still hold valid?
If you're only bidding on limited placements, then you are definitely bidding against yourself. Much better to just up your frequency cap then jump around to different DSPs.

As for 'traffic quality', this has little to do with the DSP and everything to do with the placement and your bids.
There is some difference, such as:
Fraud/Bot Detection: Does the DSP filter out bot traffic or have the user do it. What balance does the DSP strike? We filter as long as we're confident its a bot.

Bidding mechanism: i.e. if your ad is shown first to the user in the session, the quality of that user is likely to be higher. Basically, how accurate are your bids compared to the exchange's price for that inventory. This is determined by the formula for the fixed CPM Bids / Smart CPM Bids, CPC Bids converted to CPM, the speed of the API to communicate etc

Carrier Detection: The exchanges don't forward carrier data, the DSP much detect that information ourselves. There are different ways to do this, if its not accurate, then the user can be forwarded to an offer which can't bill that carrier. (We use MaxMind Data, which is quite accurate)

Delivery Time: The longer it takes your ad to load can effect CTRs
etc, etc

If the traffic is different for the same placement/targets, is there a way to quickly and easily determine which platform/RTBs will have access to the highest quality traffic?
Typically, there's no real way to know the difference until you run traffic and figure out what works for your offer. Knowledge is money in this game! Invest in learning how your DSP works and it just becomes a game of pointing the traffic in the right direction

12-17-2014 07:44 AM #8 zeno (Administrator)

^^ very good info!

12-18-2014 11:22 AM #9 dpol (Member)

Why competing with yourself is bad?
You will get more volume than in case when you competing with other advertisers.

12-18-2014 09:12 PM #10 deondup (Member)

DSP's take different margins and as Adivity pointed out there are nuances in the bidding process which can cause you to get more/cheaper traffic from one over the other.

Another potential issue...some DSP's might let your aggressive creatives though or rate them differently which can give you access to different inventory

This is a test WELL worth doing

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