Traffic Opportunities

Traffic Opportunities report is one of the most important reports that should be visited on a daily basis. Not only does it let you investigate possible traffic issues or incorrect campaign settings, but it is also helpful in scaling your well-performing campaigns.

Here you can find data showing the impact of your campaign’s settings and optimization strategy on the volumes of available traffic. This information can be useful in making more efficient bidding choices. Targeting strategy, Budget or optimization adjustments determine how much traffic is available for your campaign during the bidding process.

Traffic Opportunities show how much traffic is filtered out for a given campaign’s settings on each step of the matching process. This gives you an insight into how your campaign’s setup fits the criteria of currently available volumes of traffic and provides tips on what can be improved to increase campaign's reach. (More information about the DSP matching process can be found at the bottom of this article).

HOW IT WORKS

The Traffic opportunities report contains the following columns:

  • Name: This is a criterion used in the bidding strategy while checking how much of the available traffic fits the settings that you have set in the DSP campaign.

  • Accepted vs. lost: This is the percentage of requests accepted or rejected in the matching process.

  • Potential gain: This is the number of requests rejected in the matching process.

  • What to improve?: Here you can find some hints and tips on how to get more impressions for a campaign. For example, if the current bid is too low to get all available impressions taking into account the campaign’s targeting, you should increase the bid.

Below you can find more information on each filter included in the matching process. Note that the filters order is simply the order in which your filters are applied. Your data is processed sequentially with the first filter, then the second one, and so on.

  1. Budget: The bid request is processed further if the campaign has the budget available. This takes into consideration Daily budget, Total budget and DSP balance.

    Tip: Check your campaign’s daily / total budget and increase them if needed or top up your account in case you are running out of your DSP balance.

  2. Deal ID: The bid request is processed further if you add a correct Deal ID that belongs to a selected ad exchange. For more information read here Step 8 or contact your Account Manager.

    Tip: High rejection rate may be intended here. Deal ID lets you target a specific segment of traffic. However, consult your Account Manager if the rejection rate is close to 100% and you experience issues with spending your daily budget set on the campaign.

  3. Placement list: The bid request is processed further if the widget / ad space IDs / site URLs / application bundles you have defined in your list match the widget / ad space IDs / site URLs / application bundles of the available traffic.

    Tip: High rejection rate may be intended here. However, if the rejection rate is close to 100% and you experience issues with spending your daily budget, recheck the whitelist you uploaded:

    • If the list is external, double check the format of your list

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    • If the list is external, make sure we have these placements available in Voluum DSP. You can check it using DSP Traffic Planner on the panel - select the needed entity for the first column (Placement name / Widget ID / Ad space ID / Application bundle) and then use the search field

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    • If the list is correct, according to the above points, consult your Account Manager

  4. Frequency capping: The bid request is processed further if the number of ad displays for the same user or device does not exceed the limit set in the Frequency capping option.

    Tip: Reconsider the frequency capping limit set on the campaign. We advise you to follow the default values suggested in campaign form when creating the campaign.

  5. Daily spend per placement: The bid request is processed further if the campaign has not used yet the daily spend declared for this particular placement in the Daily per site/app option in the Budget set up option.

    Tip: Recheck the limit set for Daily spend per placement on the campaign. This limit is recommended to be used when you start testing a new network/offer. Disable this limit when you optimize the campaign or you run it using a narrow whitelist.

  6. Bid adjustment: The bid request is processed further if there are no obstacles identified while verifying a list of adjustments in the Bid adjustments report. For example, if you have paused a certain widget ID, the bid request with this widget ID will not be processed.

    Tip: High rejection rate may be intended here. However, if the rejection rate is close to 100% and you experience issues with spending your daily budget set on the campaign:

    • reconsider your adjustments, checking Bid adjustments tab in the campaign reporting - maybe you have paused some high-volume placements recently or you decreased the Bid too much on some of them?

    • if you want to keep all the adjustments done on the campaign, consult your Account Manager

  7. Auto-optimization: The bid request is processed further if it matches the auto-optimization goal. To learn more about how to set a correct goal, go to the Auto-Optimization article.

    Tip: High rejection rate may be intended here. However, if the rejection rate is close to 100% you should recheck the goal set for Auto-optimization and make sure it is not too far from the average values of CPV/iCTR/CPC/CPA your campaign delivered in the last 7 days. Consult it with your Account Manager if needed.

  8. Bid floor: The bid request is processed further if the bid price you have defined is greater or equal to the bid floor.

    Tip: Bear in mind that high quality traffic usually goes with the higher prices. Recheck the Bid reach field in the campaign form and make sure your bid covers at least 25-50% of traffic and if you want to scale the campaign - at least 75%.

  9. Internal auction: The bid request is processed further if the bid price defined in your campaign is higher than the bid price set in other DSP campaigns with the same targeting criteria.

    Tip: Increase your Bid to be more competitive among other Voluum DSP campaigns.

  10. Creatives: The bid request is processed further if the creatives you have added to your campaign meet requirements in the incoming request. The requirements are checked for each added creative in the following order:

    Main image → Icon image → Headline → Brand → Description → Call to action

    Some ad exchanges do not require setting all properties of the creatives. For example, a description is optional in Revcontent bid request. If so, this matching filter is not verified, but the bid request is processed further and marked as accepted in the process. For more details on requirements, go to the Creatives Requirements for Native Campaigns article.Creatives Requirements for Native Campaigns

    Tip: Use dropdown to analyse which creative is problematic (1). Then drop down again this problematic creative to see what specific element has to be corrected (2).

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WHY TAKE THIS OPPORTUNITY?

The Traffic Opportunities report allows you to gain an insight into how your campaign setup fits the currently available traffic's parameters. In the DSP bidding process, before the campaign gets to compete in an auction, the campaign settings are verified to check how much traffic is available for this campaign. This helps you identify possible changes to apply in your campaign setup, which may lead to winning more impressions in the future. You will be able to check how much of the available traffic your campaign has access to.

Based on the displayed information, you can make a decision on adjusting the campaign settings to the traffic criteria. You might also follow the suggestions presented in the last column, What to improve? and see how your campaign performs with newly applied settings.

THE MATCHING PROCESS

Each demand-side platform has its own internal process of checking how bid requests match the criteria set in DSP campaigns. This process determines a volume of available traffic and therefore, your chances of displaying the promoted offer to potential visitors.

Voluum DSP has its own matching process with several steps. These steps are called matching filters. An ad exchange sends a single bid request to Voluum and, during the matching process, DSP verifies whether or not your campaign settings fit the criteria of the incoming bid request. If not, the bid request is rejected.