This is where you can control the CPM (cost per 1000 ads) of the campaign. Higher bids will help win more auctions and access higher quality inventory. Closing bids are an ‘all-in’ price and include the Pontiac 20% Software User Licensing Fee and any other relevant 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.

For general bid recommendations see here: Bid Recommendations.