Auctions are enabled at the Priorities level. Then, when you create a Flight, you'll want to attach it to the Auction priority, as well as fill out the eCPM Optimization section of the Flight page. Below looks at each of those sections.
You start by creating an Auction Priority. This means that any Flights you tie to this Priority will be in the auction competition.
When setting up an Auction Priority, there are multiple fields. The API equivalent parameters can be found in the Create Priority endpoint.
Friendly name for priority, such as "Auction Campaigns"
Determines if ads are prioritized over ads in other priorities (a lower number is prioritized over higher numbers)
Choose "Auction (optimized for highest eCPM)"
SelectionAlgorithm = 1
Enable Second Pricing
Allows for 2nd price auctions (the winning bid is $0.01 more than the 2nd highest)
Minimum bid needed to win the slot
Percentage of impressions that ads with lower eCPMs will receive.
The Remainder Percentage is used to artificially bump up ads that have lower eCPMs. For instance, if you put
5, that means 5% of impressions won't be optimized for max revenue, but will instead be used to give ads that once performed poorly a 2nd chance to get data.
When you create a flight, you'll want to make sure that the Priority field is set to your Auction priority, and that you've added in the Rate and Price, which is used to calculate eCPM.
You'll also have an additional section you'll need to fill-out.
Setting Up Rate & Price
For eCPM Optimization to work, you'll need to fill in the Rate and Price in the Flight General Settings section.
Rate = how you are pricing your inventory (clicks, conversions, impressions, etc)
Price = the price you're charge for the Rate ($0.50 CPC, $5.00 CPA, etc)
Rate x Price = Revenue
This information is needed for Adzerk to calculate eCPM.
If an advertiser wants to raise their bids to get more impressions, you can edit the Rate/Price at any point. When you make a change, the revenue is updated for future events, but previous revenue data will remain unchanged.
eCPM Optimization Section
If you are using CPC, CPA or Flat rate ads in an auction, there are multiple fields you'll need to fill out in the 'eCPM Optimization' section. The API equivalent parameters can be found in the Create Flight endpoint.
And the UI 2.0 version:
If you don't see the
eCPM Optimization section on the left in the Flight settings, make sure the Priority is tied to an auction priority and you are using the CPA, CPC or Flat rate types.
Enable eCPM Calculation
Needs to be checked for eCPM calculation to work
IsECPMOptimized = true
(required if eCPM Calculation is off)
Set a static eCPM value for the Flight that won't change. Perfect for making Flat-Rate campaigns eligible for auctions
EffectiveECPMOverride has a value, this will be enabled
(required if eCPM Calculation is off)
The static value of above
Timeframe to Optimize For
How many days back you want Adzerk to look at data to calculate eCPM. Must be between 1 and 90
Artificially inflate eCPM value of the flight. For instance, a value of 2 means if the ad is calculated to have an eCPM of $0.50, then it would jump up to $1.00 in the selection process
Sets minimum eCPM that'll make the ad eligible to be selected
Sets maximum eCPM that'll make the ad eligible to be selected
Adzerk recalculates the eCPM of each creative every 30 minutes. The calculation is taken over a period of history defined in Timeframe to Optimize For. Accepted values are 1 to 90 days. The smaller the number, the less statistically significant the data will be.
Burn-in Mode Settings
In the Flight's eCPM Optimization section, you'll also see the "Burn-in Mode Settings" section. This section is required for the flight to run. The API equivalent parameters can be found in the Create Flight endpoint.
Burn-In mode ensures that all ads get enough data to accurately calculate eCPM for future impressions. For instance, for a CPA campaign, the conversion could happen days later, so optimizing too quickly could lead to false negatives.
With Burn-In you set how many impressions to show before eCPM calculation kicks in, as well as the default eCPM to give it in the meantime.
The "Burn-In Impressions" refers to impressions per creative not for the Flight as a whole.
The static eCPM the ads will have for the length of the Burn-In Impressions
How many impressions the creative will see before eCPM calculation kicks in
Ignore - the optimization automatically runs when it goes live
Not in API
You will know when a creative has switched to being optimized when the bar goes from “0 of x creatives are optimized” to “x of x creatives are optimized”.