Win rate
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In advertising, a win rate is a percentage metric in programmatic media marketing that measures the number of impressions won over the number of impressions bid.[1] Win rates are used to gauge competition in programmatic buys in a second-payer Vickrey auction. High win rates indicate either low competition, aggressive bids in comparison to competitors, or selective inventory.[2]
Impacting Win Rates
Win rates can vary based on Demand-side platform, as each can generate different numbers in the numerator and the denominator based on how many queries per second the technology can handle and filters out before the auction.
Several strategic maneuvers are commonly employed to augment win rates:
- Elevating Bid Values. Increasing bid amounts enhances the likelihood of securing more impressions, thereby inflating the numerator in the win rate calculation.
- Strategic Auction Participation. Opting for participation in a reduced number of auctions curtails the denominator, effectively raising the overall win rate.
- Pre-Bid Optimization. Employing pre-bid solutions allows for a more discerning selection of impressions to bid on, thereby refining the quality of bids and augmenting win rates.
- Inventory Management. Employing blacklisting or whitelisting of specific inventory segments may potentially influence the denominator by restricting or enabling impressions' eligibility for bidding.
- Frequency Caps Management. Manipulating frequency caps can impact bid frequency on impressions, thereby affecting the denominator by limiting the count of impressions available for bidding.
Increasing the numerator will increase Win Rate = Number of Impressions Won/Number of Impressions Bid
References
- ^ "Archived copy" (PDF). Archived from the original (PDF) on 2014-10-31. Retrieved 2015-03-03.
{{cite web}}: CS1 maint: archived copy as title (link) - ^ "What Is Win Rate, and Why Does It Matter?". adotas.com.