{"id":30445,"date":"2021-12-09T11:33:48","date_gmt":"2021-12-09T10:33:48","guid":{"rendered":"https:\/\/yieldbird.com\/?p=30445"},"modified":"2024-07-22T19:27:11","modified_gmt":"2024-07-22T17:27:11","slug":"bid-reports-insights-for-analyzing-advertiser-behavior-and-inventory","status":"publish","type":"post","link":"https:\/\/yieldbird.com\/research-hub\/bid-reports-insights-for-analyzing-advertiser-behavior-and-inventory\/","title":{"rendered":"Bid Reports \u2013 Insights for Analyzing Advertiser Behavior and Inventory"},"content":{"rendered":"\n

Bid reports \u2013 both \u2018Bid rejection reason\u2019 and \u2018Bid range\u2019 are reports that are still in the Beta stage, but even at this point, they can provide some interesting insights. With this new feature, we can take a closer look at advertisers and learn more about how they are buying (or not) our inventory.<\/span><\/strong><\/p>\n\n\n\n

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These reporting metrics are not yet widely available for all Google AdManager accounts, so new features or improvements might be added. In this short guide, we will provide you with an overview of the Beta stage for these metrics, discuss how to use them, and consider what insights a publisher can potentially get.<\/span><\/p>\n\n\n\n

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Table of contents<\/strong><\/h4>
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\n\nWhere are bid rejection reports in Google AdManager?<\/a>
\nReport dimensions<\/a>
\nInventory Analysis<\/a>
\nAnalyze the behavior of Advertisers<\/a>
\nRaport can become a vital part of troubleshooting<\/a>
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Where are bid rejection reports in Google Ad Manager?\n<\/strong><\/h2>\n\n\n\n
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The bid report is accessible from the Historical Report in Google Ad Manager. In dimensions, the main category is called Bids, which breaks down into two subdimensions \u2013 Bid rejection reasons and Bid range. Note, that there are only two corresponding metrics \u2013 Bids and Average Bid eCPM.<\/span><\/p>\n\n\n\n

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Report dimensions\n<\/strong><\/h2>\n\n\n\n
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When it comes to bid rejection, the report can return a number of different values:<\/span><\/p>\n\n\n\n

  • Winner <\/strong>\u2013 bid was not rejected and won<\/span><\/li>
  • Outbid<\/strong> \u2013 bid lost to another auction participant<\/span><\/li>
  • Floor<\/strong> \u2013 bid was below-set price in UPR<\/span><\/li>
  • No consent<\/strong> \u2013 GDPR technology provider did not obtain user\u2019s consent<\/span><\/li>
  • Unidentified vendor<\/strong> \u2013 GDPR technology provider was unidentified<\/span><\/li>
  • Publisher blocked<\/strong> \u2013 bid blocked by settings (for example through protections)<\/span><\/li>
  • Other<\/strong><\/span><\/li><\/ul>\n\n\n\n

    For this report, we can only choose two metrics: bids and average CPM. However, when it comes to dimensions we have much more freedom of choice – ad units, unified pricing rules, Programmatic channels are one of many available ones (not all dimensions are available though, like for example audience segments or creative sizes). <\/span><\/p>\n\n\n\n

    When it comes to a Bid range report, as previously \u2013 we can choose only two metrics: bid and average CPM, and a variety of dimensions (the same as with Bid range). Bids are listed in 0.10$ buckets, however, it is essential to remember that not every Advertiser chooses to reveal their bids to Publishers.<\/span><\/p>\n\n\n\n

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    Inventory Analysis\n<\/strong><\/h2>\n\n\n\n
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    Knowing where we are losing bids allows us to mitigate the situation. One of the most popular reasons is blocking Advertisers or entire categories through protections<\/strong> (\u2018Publisher blocked\u2019 in bids report). It is important to protect inventory from fraud or low-quality ads, but it can also cause revenue loss if the status quo is not maintained. In the most optimal scenario, only sensitive categories like gambling or alcohol are blocked, along with competitors. In the strictest of situations, in order to maintain full control over displayed creatives, only some Advertisers are whitelisted<\/strong> \u2013 it is recommended when the brand needs to be protected, but in cases where projected revenue comes from the Open Market, this strategy is not advisable. <\/span><\/p>\n\n\n\n

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