Dynamic bid floors in MAX

Since the transition to real time bidding, ad monetisation managers have lost control and visibility in their waterfalls. Setting floor prices is the mechanism to optimise waterfalls and deliver ad revenue uplift to partners.

Setup in MAX

Partners should set up multiple Ad Units per Ad Format in the MAX dashboard. It's suggested to have one default ad unit per ad format and as many as possible additional ad units with a floor price set. The floor price will be set at different bucket intervals. Nefta will provide the price buckets based on eCPM and revenue distributions.

Nefta will support the partner to optimise the price buckets by analysing fill and revenue contribution.

Setup in Nefta

In order to activate user-level dynamic bid floor optimisation in Nefta, partners need to request user insights and log the outcome of each ad opportunity.

Request user insights

Via the SDK, partners will request specific user insight key-values. All possible user insight keys can be found here. The most important keys for dynamic floors in MAX are the following:

• User value bid floor price: , calculated_user_floor_price_interstitial, calculated_user_floor_price_rewarded and calculated_user_floor_price_banner.
• Recommended MAX AdUnit Id: recommended_interstitial_ad_unit_id, recommended_rewarded_ad_unit_id andrecommended_banner_ad_unit_id

NeftaPlugin._instance.GetBehaviourInsight(
  ["recommended_rewarded_ad_unit_id", "calculated_user_floor_price_rewarded"],
  callback: { (insights: [String: Insight]) in
    _recommendedAdUnitId = nil
    _calculatedBidFloor = 0
    if let recommendedAdUnitInsight = insights[AdUnitIdInsightName] {
       _recommendedAdUnitId = recommendedAdUnitInsight._string
    }
    if let floorPriceInsight = insights[FloorPriceInsightName] {
       _calculatedBidFloor = floorPriceInsight._float
    }
}

NeftaPlugin._instance.GetBehaviourInsight(
  new String[] { "recommended_rewarded_ad_unit_id", "calculated_user_floor_price_rewarded" },
  (HashMap<String, Insight> insights) -> {
      _recommendedAdUnitId = null;
      _calculatedBidFloor = 0;
      if (insights.containsKey(AdUnitIdInsightName)) {
         _recommendedAdUnitId = insights.get(AdUnitIdInsightName)._string;
      }
      if (insights.containsKey(FloorPriceInsightName)) {
         _calculatedBidFloor = insights.get(FloorPriceInsightName)._float;
      }
   }
);
  

NeftaAdapterEvents.GetBehaviourInsight(
  new string[] { "recommended_rewarded_ad_unit_id", "calculated_user_floor_price_rewarded"},
  (Dictionary<string, Insight> insights) => {
     _recommendedAdUnitId = null;
     _calculatedBidFloor = 0;
     if (insights.TryGetValue(AdUnitIdInsightName, out var insight))
     {
        _recommendedAdUnitId = insight._string;
     }
     if (insights.TryGetValue(FloorPriceInsightName, out insight))
     {
        _calculatedBidFloor = insight._float;
     }
  }
);

🚧

Validate returned values

It is crucial a partner checks the values received are valid. Only if a valid response is received, a partner should proceed with using the values.

You are guaranteed to receive the callback in the same thread with all keys that you specified in the request.

Log outcome of ad opportunity

After a partner has received user insights, validated the response and requested an ad in MAX using the recommended_*_ad_unit_id field, the partner should log the outcome of the ad opportunity in order to continuously maximise ad revenue uplift.

When the ad successfully loads, log the response using the following function:

ALNeftaMediationAdapter.onExternalMediationRequestLoad(.rewarded, recommendedAdUnitId: _recommendedAdUnitId, calculatedFloorPrice: _calculatedBidFloor, ad: ad)

NeftaMediationAdapter.OnExternalMediationRequestLoaded(NeftaMediationAdapter.AdType.Rewarded, _recommendedAdUnitId, _calculatedBidFloor, ad);

NeftaAdapterEvents.OnExternalMediationRequestLoaded(NeftaAdapterEvents.AdType.Rewarded, _recommendedAdUnitId, _calculatedBidFloor, adInfo);

When the ad fails to loads, log the response using the following function:

ALNeftaMediationAdapter.onExternalMediationRequestFail(.rewarded, recommendedAdUnitId: _recommendedAdUnitId, calculatedFloorPrice: _calculatedBidFloor, adUnitIdentifier: adUnitIdentifier, error: error)

NeftaMediationAdapter.OnExternalMediationRequestFailed(NeftaMediationAdapter.AdType.Rewarded, _recommendedAdUnitId, _calculatedBidFloor, adUnitId, maxError);

NeftaAdapterEvents.OnExternalMediationRequestFailed(NeftaAdapterEvents.AdType.Rewarded, _recommendedAdUnitId, _calculatedBidFloor, adUnitId, errorInfo);

Initial Ad Unit has no fill

If the initially recommended ad unit doesn't return an ad:

• Re-request the bid floor price and recommended ad unit id: the new floor price takes into account the previous no-fill event and is adjusted in real time. You can repeat this process for each ad opportunity. However, latency should be considered if requesting multiple times per ad opportunity. Nefta will help in balancing fill %, revenue uplift and latency.
• Request an ad from MAX using an AdUnit without a floor price - a default ad unit.

Example code

See example optimisation code