By default, 100% of eligible deal A private auction that allows publishers to offer specific inventory directly to selected buyers identified by a deal ID. Terms are negotiated and are agreed upon before the auction occurs. avails for all publishers that you have targeted in a Marketplace Package are sent to DSPs. However, to achieve a more balanced distribution of deal spend, or to meet specific optimization goals, you can adjust the percentage of eligible avails sent from certain publishers. Strategically lowering deal avails from certain publishers can help create a more balanced buying pattern in a deal. For example, if you see that some publishers are winning a large percentage of total impressions on a deal, you can use the Deal Allocation tool to decrease the percentage of eligible deal avails sent by those publishers, shifting buying opportunities to other publishers.
Using the Deal Activity by Publisher The owner of a website or app where advertisements are served. table that is available on the Deals > Optimization tab in the Index UI The Index UI at app.indexexchange.com that allows you to manage integration settings, such as inventory, campaign, and deal settings., you can see how deal impression opportunities are being allocated to publishers. The following metrics are useful when determining how to allocate avails for the deal:
| Metric | Description |
|---|---|
|
Bid Requests |
A count of bid requests sent to a 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. on behalf of this publisher requesting a response for potential impressions. |
|
% of Total Avails |
The percentage of the total number of available ad requests for the deal that are being received by this publisher from Index Exchange (Index). For example, a value of 25% means that out of all available ad requests being sent for the deal, this publisher receives 25% of them. |
|
% of Total Impressions |
The percentage of total impressions from the deal that were won by this publisher. For example, a value of 15% means that this publisher has won 15% of all impressions from this deal. |
Deal Allocation example
Using the Deal Activity by Publisher table above as a resource, it has been determined that Publisher A and Publisher B are receiving a larger number of total ad avails and are winning an unbalanced number of impressions on a deal in the following ways:
Publisher A |
Receives 45% of total ad avails and wins 40% of all impressions on the deal |
|
Publisher B |
Receives 25% of total ad avails and wins 20% of all impressions on the deal |
|
All other publishers |
Receives 30% of remaining total ad avails and wins remaining 40% of impressions |
To balance buying behavior on the deal, the Deal Allocation tool will be used to reduce how often eligible avails from publisher A and publisher B are sent to DSPs in the following way:
|
Publisher A |
Since this publisher is winning a majority of impressions, we want to only send about a quarter of the current number of eligible deal avails to DSPs. In theDeal Allocation tool, we set the percentage value to 25%. This means that only 25% of eligible avails will be sent to DSPs for Publisher A and 75% won't be sent. |
|
Publisher B |
This publisher is also winning a larger percentage of impressions, so we want to only send eligible deal avails to DSPs about 75% of the time. In the Deal Allocation tool, we set the percentage value to 75%. This means that only 75% of eligible avails will be sent to DSPs for Publisher B and 25% won't be sent. |
|
All other publishers |
We made no percentage changes to any other publishers, but with allocation reduced for Publisher A and Publisher B, they will compete against Publisher A and Publisher B less frequently. |
