When Index Exchange (Index) sends bid requests to DSPs, we pass machine learning-based pricing signals to help DSPs submit more winning bids. To determine these signals, we use a feature called Market Floor
A pricing control used by media owners and exchanges to set a minimum sale price on inventory..
Market Floor analyzes historical data to determine optimal bid prices, then passes them to DSPs to make sure they submit bids that are able to compete. If the Market Floor is higher than a Media Owner's Index UI The Index UI at app.indexexchange.com that allows you to manage integration settings, such as inventory, campaign, and deal settings. floor settings or the floor that the Media Owner sends us in their bid request An OpenRTB request that is sent from a supply-side platform (SSP) or ad exchange to the DSP requesting a bid response for potential impressions. A bid request contains information about the impression that allows the DSP to decide whether to bid on the impression., we send the Market Floor value to DSPs so they can bid more strategically. For more information about floors, see How floors work in the Index auction.
For DSPs, Market Floor provides several key advantages:
We send reliable price guidance on 100% of Index traffic, making price discovery cheaper and easier.
Market Floor fills in the gaps where Media Owner signaled floors are missing or below the ad server
A platform that manages, stores, and delivers advertisements to a publisher's site. floor, reducing the likelihood that DSPs will lose the auction due to bids below hidden floors.By providing better price guidance, Market Floor improves the ability for DSPs to submit bids that have a higher chance of winning an impression.
Market Floor signals the same floor to every DSP
Demand-Side Platform (DSP). A software platform that automates bidding decisions in real-time and efficiently connects buyers and audiences through an ad exchange or SSP. Also known as a buy-side platform., ensuring a fair and efficient auction.
