TrafficStars announced today that it has further improved its ad network platform with the addition of the Dynamic CPM (DCPM) tool. The DCPM pricing model is now available to all advertisers bidding on the platform as well as DSP partners who can work on a second-price auction basis.
With Standard CPM bidding, advertisers pay the same price for each thousand impressions, regardless of the demand. With DCPM, advertisers can set a maximum CPM bid and then let the TrafficStars algorithm do its job: each ad call is evaluated in real time to determine what the impression is really worth at that specific moment.
The DCPM model maximizes performance as it has the flexibility to “hand pick” each impression and pay exactly what it’s worth. With Standard CPM, advertisers would never have access to the most valuable impressions, which are more likely to convert. Likewise, they might overpay for many impressions that are worth far less than the CPM bid.
Geoffrey Bonnechère co-founder and CEO of TrafficStars explained: “The benefits of our dynamic CPM are threefold: first, advertisers pay exactly what each impression is worth; second, they can reach better quality ad placements and; third, they don’t waste time with CPM price manual optimizations since our algorithm does it automatically 24/7, 365 days a year. It’s a gain of time, which will allow the advertisers to create more campaigns, test new placements and so on”.
“The power of TrafficStars in house DCPM combined with our RTB technology creates a whole new level of competition and performance potential that has been and will continue to generate significantly higher ROIs for our advertisers” said Bonnechère.
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