Kokai - Inventory Ad Group Best Practices for Sharethrough/Equativ Open Exchange – Equativ / Sharethrough

Go in your Campaign and click on "Create an Ad Group". Click on "Start with Ad Group Name"
Implement your Ad Group Name and click on Save.
Update a few elements in your Ad Group: Funnel Location, Base & Max Bid, and change the inventory by clicking on the pen.
Remove S&P500 and click on "Open Market", then Save.
Generate your Ad Group.
Go to the "Inventory Selection" rail > Supply Vendor > Select Sharethrough and Equativ > Save.

Use broad targeting to start. Sharethrough's & Equativ's open exchange inventory are diverse. Over-segmenting (too many audience layers, narrow geo, tight dayparting) can dramatically limit reach. Start broader and optimize down.
Avoid over-blocking. Content category blocklists, brand safety segments, and domain/app blocklists all reduce eligible inventory. Audit your blocklists and remove overly broad exclusions (e.g., blocking entire "news" categories).
Set a realistic CPM range.
- Recommended bids for Display: $3.00 –$5.00 CPM
- Recommended bids for Native: $3.00 –$5.00 CPM
- Recommended bids for OLV: $7.00 –$9.00 CPM
- Recommended bids for Instream OLV: $12.00 –$15.00 CPM
- Recommended bids for CTV: $20.00 –$30.00 CPM
Monitor win rate in TTD. If win rate is below 10–15%, your bids are likely too low or your targeting is too narrow. TTD's Bid Analysis tool can help diagnose this.
Check impression delivery pacing. Underpacing often signals bid price issues, creative rejection, or inventory exclusions. Investigate in TTD's delivery insights.
Ask your Equativ/Sharethrough rep for PMP Deals. These sit above open auction and give you priority access to premium placements without commitment. Use TTD's Deal ID as a supplement, not a replacement. If you're running Open Exchange, layer in PMP deals with Equativ & Sharethrough to boost volume on premium inventory.

Kokai - Inventory Ad Group Best Practices for Sharethrough/Equativ Open Exchange