Each Bid Request that is received by the Ad360 Bidder is analyzed and acted on through the Ad360 bidder. The Ad360 intensively uses AI to continuously improve its ability to deliver the best results possible for your ads.
This is why each impression that Ad360 analyzes goes through the Artificial Intelligence powered algorithms that compose the Bidder.
Firstly, there is an initial filter based on quality to exclude all bid requests that Ad360 would deem insufficient compared to its quality standards. Any impression that would be risky in terms of brand safety, doubtful publisher credentials or context quality, potential fraudulent sites is rejected at this stage.
Secondly, the Ad360 AI Bidder will evaluate whether the bid request characteristics match any of the targeting options of the running campaigns. The bid request has to match the line items targeting requirements: Geo-location, creative format, context, domain, device, recency, audience segment.
Thirdly, the Ad360 AI Bidder will score the Bid Request for each of the eligible Line Item that successfully went through the filters described previously. The Bidder will then use powerful Artificial Intelligence powered algorithms to determine the bid request score for each Line Item. This score is calculated by the AI algorithms by taking into account past interactions with bid requests, the results that they delivered, and is constantly getting richer thanks to the machine learning algorithms. This score is calculated based on the bid request characteristics and how they are predicted to match the Line Items targeting settings & the customer's offer. Ultimately, Ad360 Bidder will deliver the Bid Request to the Line Item which has the highest potential to fulfill its goal (e.g. online sales conversion events). This means that each Ad360 campaigns only bid on impressions that have the highest potential for conversion.
Here are some of the Bid Requests characteristics that are used to score them:
- Domain or App
- Creative Fromat
- Ad Position
- Viewability Score
- Quality Score
- Historic CTR
- Predictive Conversion Rate