Bid Recommendations

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Bid Recommendations by Media Type

In the Pontiac Platform, you have full control over bidding for all your campaigns. When setting up a Line Item, you can define a Min Bid, Base Bid, and Max Bid for your media. Closing bids reflect the total cost, including any applicable Audience fees or Foot Traffic fees. 

  • Min Bid: The minimum CPM you are willing to enter auctions at. This sets a floor price, preventing lower-quality inventory from being targeted, as the campaign will not attempt to serve impressions below this threshold.
  • Base Bid: The initial bid submitted in an auction. If the final clearing price is lower than the base bid, the system will adjust and bid one cent above the next highest bid to secure the impression efficiently.
  • Max Bid: The maximum CPM you are willing to pay for an impression. If the auction price reaches this threshold, the system will stop bidding on that placement.

Bid pricing typically varies based on the media type and the level of targeting. If you are limiting geographic parameters or targeting Audience segments, bids should be higher than these standard recommendations. 

Audio:

Audio can be bought either through the Open Exchange, or via PMPs. Bids on the Open Exchange typically clear between $10 and $13, whereas PMP Deals are often in the $18 – $25 range. Each PMP will have specific bid recommendations.

CTV:

The typical prices for CTV placements range from $28-40, with premium inventory available at prices over $40. If you are targeting a CTV deal you will be given the CPM floor. We recommend setting your max bid at least $3-$5 above the min. CTV placements on the Open Exchange may sell at a lower CPM, but we recommend using PMP’s as they guarantee fraud-free inventory.  

Display:

Display Bid Prices vary with targeting and Audience data. The standard recommendation for display is a bid between $2-4, but this will increase as targeting becomes more granular.

Native:

Native Bid Prices vary depending on the quality of the sites and inventory, but guidelines are as follows:

  • Format A: Bid between $5.35 and $6.45
  • Format B: Bid between $1.20 and $2.30
  • Format C: Bid between $1.20 and $2.30
  • Format D: Bid between $7.25 and $12.75
Video:

Bids vary for video inventory, but we recommend a bid structure of $6-8.

Bid Recommendations with Audience Segments or Foot Traffic Attribution

All Audience segments have an additional cost CPM that should be added to your bid data. If your base bid is $2.43 and you are targeting an Audience segment with a cost of $2 CPM, you will actually be bidding $0.43 for media. If you are using an Audience segment, add the cost of the segment to the standard recommendation for the media type.  If you are using various Audiences, add the average of all of the Audience costs to the standard recommendation for the media type. Foot Traffic Attribution also has an additional cost of $1.50 CPM. All campaigns receiving Foot Traffic Studies should add $1.50 to the bid recommendation for the media type.

  • LiveRamp CRM segment: Add $2.00 to the recommended bid for the media type
  • Geoframed Onspot segment: Add $2.00 to the recommended bid for the media type
  • Job Title/Employer Bombora segment: Varies based on the segment, add the CPM shown in the ‘Onboarded’ section of the Audiences tab to the recommended bid for the media type
  • Custom Contextual AI segment: Add $2.00-$4.00 to the recommended bid for the media type
  • Other Third-Party Audiences: Add associated CPM to the recommended bid for the media type
  • Foot Traffic Studies:
    • Banner, Native, Audio & Video add $1.50 to the recommended bid for the media type
    • CTV add $4.00 to the recommended bid for the media type