Ep 6: Dynamic allocation

Myth. Your guaranteed campaign always gets the impression.

Dynamic allocation lets AdX and other non guaranteed demand compete for each impression.

Take a Standard line item on news.example that’s on pace. Ad Manager gives it a temporary CPM, the opportunity cost of not serving it. Say four dollars. AdX bids six. Six beats four, so AdX takes this impression, and the campaign still has time to deliver. If the campaign falls behind, Ad Manager raises its temporary CPM, so it wins more often and finishes on time. Remnant line items at priority twelve get no temporary CPM. AdX simply competes with the highest priced one. A one fifty line item beats a one twenty AdX bid.

Check pacing on your guaranteed line items. On track, with AdX winning some impressions, means it’s working.

Next, Open Bidding, Google’s own server side header bidding.