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Taboola: SmartBid On, High vCPMs on MSN US -> Not able to spend big budgets (8)

10-23-2020 06:24 PM #1 adikoadvertising (Member)
Taboola: SmartBid On, High vCPMs on MSN US -> Not able to spend big budgets

Has anybody experienced recently the issue of spending big amounts on key MSN placments when you have vCPMs of $7+ and SmartBid on?

If yes, how have to battled that?

These vCPMs should usually allow to spend $4000-$8000 on key MSN US desktop placements, yet the spend is no more than $500-$600 and the daily campaing budget is at $50,000.

10-23-2020 07:02 PM #2 jack_l (Veteran Member)

Quote Originally Posted by adikoadvertising View Post
Has anybody experienced recently the issue of spending big amounts on key MSN placments when you have vCPMs of $7+ and SmartBid on?

If yes, how have to battled that?

These vCPMs should usually allow to spend $4000-$8000 on key MSN US desktop placements, yet the spend is no more than $500-$600 and the daily campaing budget is at $50,000.
Are you saying you ARE NOT getting as much MSN traffic as you want/expect? Or that you are getting TOO MUCH MSN traffic and want less?

I would think that a vCPM of $7+ would give you the top bidding spot just about anywhere... so that would imply the SmartBid thinks the other impressions its bidding on are better than the MSN ones...

The most I've ever spent on Taboola is about 10k/day though so you're at a level beyond that which I've experienced yet. Must be a heck of an offer you've got

I did read somewhere that MSN has changed some of its advertising stuff around and shifted which network gets what and all that, so perhaps that has had an influence on their share of the traffic going down...

10-23-2020 07:30 PM #3 adikoadvertising (Member)

That is exactly what I am saying - we should be getting more/expect more MSN traffic!

I am also thinking that a vCPM of $7+ would allow us to spend tons on MSN but that doesn't seem to be the case. It does look like SmartBid thinks "we should not be getting more MSN traffic"

Where did you read that MSN has changed things? Can you share a link perhaps?

10-23-2020 08:26 PM #4 jack_l (Veteran Member)

Quote Originally Posted by adikoadvertising View Post
That is exactly what I am saying - we should be getting more/expect more MSN traffic!

I am also thinking that a vCPM of $7+ would allow us to spend tons on MSN but that doesn't seem to be the case. It does look like SmartBid thinks "we should not be getting more MSN traffic"

Where did you read that MSN has changed things? Can you share a link perhaps?
I wish I could but I don't remember where it was I heard it...

I remember I read one thing about them signing a contract with MGID for some of their inventory... and then I read something about them and Yahoo Gemini (Verizon) signing or re-signing some agreement, or shuffling things around or something...

And then I've been doing a lot of manual spying in different geo's lately and it seems to me (anecdotally) that the MSN traffic is a bit different than how I remember it, as far as what network is getting what inventory, but I couldn't articulate how it's actually different, just seems that way.

I'd be curious... on those high volume US camps you're talking about, what pubs ARE you getting most of your traffic from? Or is it just spread out between tons and tons of them?

Obviously mobile won't have much MSN compared to desktop, but if you're running Desktop US on Taboola with vCPM's that high and budgets that high, it does seem weird that MSN doesn't account for a bigger % of the traffic...

If you weren't getting any MSN at all I would think maybe its the offer you're running and its been tagged with some internal tag that MSN has blacklisted, but if you're getting some MSN traffic then that doesn't seem like it could be it...

10-23-2020 08:57 PM #5 adikoadvertising (Member)

The budgets are set so high but I am fully aware they wont spent. The idea is to get the algo going.

MSN accounts for most of the spend and is indeed delivering but not as much as wanted.

We are talking strictly desktop here as that is where most of MSN inventory is on.

10-24-2020 12:55 AM #6 jack_l (Veteran Member)

Quote Originally Posted by adikoadvertising View Post
The budgets are set so high but I am fully aware they wont spent. The idea is to get the algo going.

MSN accounts for most of the spend and is indeed delivering but not as much as wanted.

We are talking strictly desktop here as that is where most of MSN inventory is on.
Ah I got ya - I understand now. Yeah I don't know man... that's weird :/

10-24-2020 09:02 AM #7 platinum (Veteran Member)

Quote Originally Posted by adikoadvertising View Post
That is exactly what I am saying - we should be getting more/expect more MSN traffic!

I am also thinking that a vCPM of $7+ would allow us to spend tons on MSN but that doesn't seem to be the case. It does look like SmartBid thinks "we should not be getting more MSN traffic"

Where did you read that MSN has changed things? Can you share a link perhaps?
Given that MSN traffic is being provided on various sources I wouldn’t be surprised of such outcome.

Just take in consideration the competition level of Q4, then on top of that add Outbrain, VoluumDSP, MGID, MediaGo, or any other DSP that is selling that same exact inventory (at least based on what they claim), then the prices and delivery are going to get tough.

It also could be the offer that can be on the edge of what MSN compliance terms, making it hard to get full delivery capabilities.

I’d try going for fixed bid on MSN and see if it changes anything. With SmartBid on, it could be even Taboola’s algo that is capping delivery based on the conversion rate or other metrics present on your campaigns.

10-29-2020 10:31 AM #8 nativeq (Member)

You should also be looking at your CPC, it's more relevant when you're looking at spent limit. Keep in mind that in order to take off, you need a good combo of RPM = cpc x ctr, so i would check that first. That's important to them in their algo. Another reason this happens is because of your ads (they may click well, get you a good roi, but won't take off-so keep testing-sometimes you could be 1 image away from taking off). Msn bids should be competitive in general, not just this Q, so look into bid fluctuations throughout the day.If you have enough data and passed the testing phase you can try fixed bid.

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