Using the AppNexus bidder, we configured a campaign to buy Sharethrough Exchange inventory. The campaign included two bidding techniques:
Technique #1: Static $20.00 CPM bid (base bid method)
Technique #2: Dynamic bidding with a cost per visit goal (predicted goal method)
Impact on Pricing
When using AppNexus dynamic bidding, CPMs fell by 30% vs. the static bidding method. While the drop is significant, Sharethrough’s inventory continues to be expensive by display standards.
Impact on Click Behavior
Dynamic bidding greatly improved the campaign’s click efficiency. CTR more than tripled vs. static bidding, reaching 2.14%. As a result, and in spite of high prices, the campaign achieved a $0.34 cost per click.
Impact on Conversions
The campaign's conversion event was a visit to nativeadvertising.com. Again, dynamic bidding significantly improved conversion efficiency, tripling conversion rates vs. static bidding. In spite of high inventory costs, the campaign achieved a $0.63 cost per visit.
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