Passback Priority Behavior

Overview

Kevel only records and charges for an impression for the flight in the passback chain that actually served onto a page. In our example, if Tribal Fusion passed back the impression, but Pubmatic took it, Kevel would only record an impression for the Pubmatic flight.

If an impression makes it all the way through the passback bucket, and none of the networks choose to fill the impression, the impression will be passed back one more time and Kevel will look in your next lowest priority. In this example, let's suppose we have a flight of Google AdSense creatives set up at the House priority. This flight acts as a fall back and will fill all impressions that aren't picked up in the passback chain.