Voluum Documentation

Traffic Opportunities

Voluum DSP Reporting DSP Specific Reports

In the Traffic Opportunities report, you can find data revealing the impact of your campaign settings on the volume of traffic available. This information can be useful for making more effective bidding choices. Targeting strategy and other campaign settings determine how much traffic will potentially be available when your campaign starts running and taking part in the bidding competition.

Traffic Opportunities show how much traffic is filtered out for given campaign settings at each step of the matching process. This gives you an insight into how your campaign setup fits the criteria of the currently available volume of traffic.

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 ten 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.

Matching Filters

Below you can find more information on each filter in the matching process. Note that the filter 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. Spending strategy: The bid request is processed further if the campaign has the budget available in the certain time window. The smooth option divides daily budget evenly throughout the day.

  2. Placement list: The bid request is processed further if the widget IDs / site URLs / application bundle you have defined match the widget IDs / site URLs / application bundle from the available traffic.

  3. 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.

  4. 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 Max daily spend per site / app option.

  5. Daily spend per ad exchange: The bid request is processed further if the campaign has not used yet the daily spend declared for this particular ad exchange in the Max daily spend per ad exchange option.

  6. Audience list: The bid request is processed further if the device / cookie IDs you have defined match the device / buyer IDs in the incoming traffic.

  7. Contextual targeting: The bid request is processed further if you have added a list of keywords to the campaign and at least one keyword matches the keywords in the incoming request.

  8. 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.

  9. Budget: The bid request is processed further if the daily budget is sufficient to start bidding.

  10. 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.

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

  12. Creatives: The bid request is processed further if 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 for your Revcontent campaign. 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.

Data presented in the Traffic opportunities tab shows how much of the available traffic is filtered out during the matching process:

traffic_opportunities.png

The Traffic Opportunities tab is one of the tabs in the report opened for a specific campaign. For more information on this type of Voluum reports, go to the Specific Reports article.

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 a campaign can begin competing in an auction, the campaign settings are verified to check the volume of currently available traffic with the criteria set in the campaign. This helps you identify changes in your campaign setup that you can make that may lead to more impressions in the future. You will be informed if you are getting the most out of the traffic.

How It Works

The Traffic opportunities report contains the following columns:

  • Matching filter: 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 criteria, you should increase the bid. If the campaign is successful, you will be informed.

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.

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