Welcome to What’s New in Fyber, the first in a series of articles highlighting the latest product features to help you as a Fyber customer earn more money from ads and run more optimal advertising campaigns. In the coming months, What’s New in Fyber will be your one-stop shop for learning about what we shipped.
Today, we’re highlighting three advertising features that were first slowly rolled out over the past couple of months, but are now available to everyone. These product features below will help DSP buyers like you improve your programmatic buying efficiency on the Fyber Marketplace.
Read on to learn more about these product features:
1. Improve your bidding strategy with bid loss notifications
You’d love to win every impression you decide to bid on but, as the saying goes, you can’t win them all. Even so, you can improve your overall win rate on the Fyber Marketplace by understanding why a bid didn’t win.
From price blocks to technical issues, a range of reasons exist for why a bid was unsuccessful. When bid loss notifications are enabled, Fyber can immediately fire the loss URL to tell you and provide instantaneous auction feedback that helps you, particularly if you’re a DSP buyer:
- Receive auction transparency on pricing (bid was below the floor, lost to a higher bidder, etc.)
- Uncover technical issues preventing successful bids
- Recognize advertiser and/or creative blocks
Armed with this information, you can make the necessary adjustments to increase the likelihood of winning your next auction. For example, technical errors can be corrected, pricing data can be enriched, and blocked campaigns and creatives can be reallocated—all of which help reduce the serving cost for every bid made.
Below is an example of a bid loss notification.
To enable bid loss notifications, email your Fyber account manager.
2. Receive more relevant traffic with automatic bid request throttling
While you’d love to win every impression you want to bid on, you don’t want to bid on every impression. Campaign targeting requirements are constantly changing and buyers need to comb through a high volume of incoming bid requests to find the right mix that matches their campaign objectives. Receiving these bid requests place an economic strain on DSP buyers like you who end up incurring infrastructure costs for impressions they were never interested in to begin with.
While some of you have opted to throttle incoming bid requests, this practice potentially throws away valuable impression opportunities. With automatic bid request throttling, Fyber is able to increase your bandwidth to bid on your target supply by eliminating redundant bid requests and sending only the traffic that you’re looking for, resulting in increased efficiency and lower server costs.
3. Reduce bandwidth and tech costs with Gzip data compression
You can bid more efficiently on Fyber Marketplace by sending compressed Gzip bid responses to Fyber Marketplace. Fyber is able to extract the content of the bid response and use it to execute the auction. Because Gzip responses save bandwidth, DSP buyers like you can reduce serving costs up to 40%.
To enable this feature on Fyber Marketplace, reach out to your Fyber account manager.