Targeting click-through rate (CTR) in a deal (Alpha)

Click-through rate (CTR) measures the percentage of times that an ad was clicked.

How does it work?

Using publisher The owner of a website or app where advertisements are served.-provided placement identifiers like the Global Placement Identifier (GPID), Index Exchange (Index) tracks clicks at the most granular level possible. When we receive the various click events, we use that data to predict the CTR for the inventory. For web banner inventory, Index relies on a JavaScript that is served within the ads. This script attempts to detect when a user interacts with the ad. The following formula is used to calculate the CTR:

CTR = (clicks / impressions) *100

For example, if the ad was viewed 100,000 times and received 200 clicks, the CTR is 0.02%.

When we are able to measure the CTR, we send the predicted CTR to DSPs in the imp.metric object of an OpenRTB bid request. In the following example, Index has measured the predicted CTR to be 0.02%:

{ 
	"id": "1928474302" 
	"imp": [ 
		{ 
			"id": "1", 
			"banner": {"w": 300, "h":250, "pos": 0}, 
			"metric": [ 
				{ 
					"type": "click_through_rate ", 
					"value": 0.002, 
					"vendor": "INDEXEXCHANGE" 
				} 
			], 
		} 
	] 
} 

Note: Index’s click tracking predictions are meant to serve as a general guide rather than a precise measure of click activity. Index's click tracker is not a part of an ad's redirect chain. This means it does not consider the user's drop-off activity because of latency or too many redirect hops. Additionally, click tracking may be limited by browser restrictions, which could result in a discrepancy in measurement.

How to target a CTR percentage

Publishers can target a minimum CTR percentage in direct deals and 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. with Marketplaces. This means the predicted CTR of the supply must meet the minimum CTR value targeted in the deal for the deal to be activated. For more information about how to create these deals, see Create a direct deal and Create a Deal with Marketplaces (Beta).