Ep 9: More bidders, more revenue? Not past a point

The mistake. Adding bidders until your page crawls.

Diminishing returns means each extra bidder adds less revenue than the one before.

Picture recipes.example adding bidders one at a time. These numbers are illustrative. With one bidder, the top bid averages one fifty. A second brings new buyers, and it jumps to two dollars. A third, two twenty. A fourth, two twenty five. Why the slowdown? Many SSPs reach the same DSPs, so a later bidder often brings buyers you already have. Meanwhile every bidder adds a request and more waiting. Prebid dot org’s own tests saw revenue with five bids plateau, and revenue drop when the page waited too long.

Rank bidders by the revenue only they bring. Test removing the weakest with a holdout before adding another.

Next, header bidding timeouts.