Best CPM display strategies

Let's say I'm in 3 programs - TF, Valueclick, and Burst. What would be the best strategy to display CPM banners from them? Naturally priority goes to TF first (or whoever pays best), so would you display the first 10 pageviews a visitor has with TF banners, then the next being Valueclick, and etc. Or would you just rotate them on the very next pageview.

 

You can basically go about it in 2 ways.

Rotation: Show them in rotation according to a ration. Having them each display 10 pageviews could work, however you might run into problems if one networks defaults during the 10 view period.

Chaining: I don't know how good TF fill rate it, but an alternative would be to chain the networks together. First TF, which defaults to Valueclick and Valueclick that defaults to Burst.

Depending on the network you should be able to specify an eCPM at which it defaults to the next one.

 

The 'chaining' option is your best bet. But don't ask me how to set it up, defaults are a true pain.

 

Thanks, I'll try the chaining. It seems pretty easy to setup in Valueclick, but in Burst I couldn't figure it out. For now I've set Valueclick to default to Burst when it goes under $0.50. Guess i'll just have to see what happens.

 

When u say when it goes under $0.50 how did you set it to that amount. Does ValueClick have an option or did you just uncheck all of the boxes where they ads pay under that amount for each ad campaign per each ad format.

 

Valueclick has two kinds of defaults - base and float. If I remember correctly with float defaults you can specify a ecpm level where it will show the default instead of the low paying campaigns.

 

So I put the banners up.. and it's pretty disappointing. With the float set at < $0.5, almost all the traffic gets redirected to Burst. Valueclick still serves the super low cpm banners from time to time though. Now Burst shows alot of impressions, but they're only paying for like less than 10% of all of them I guess they don't have any real ads to serve? Alot seem to be PSA's. I hope it improves later.

 

Where are most of your traffic from? If it's from the US then you should be getting at least an eCPM of around $0.40 on average. International traffic pays much lower (around $0.15 ecpm). I think you need to lower the eCPM so it doesn't default so much.

 

I get alot of traffic from the US and my ecpm is under $0.40 for ValueClick. It use to always be slightly to sometimes quite a bit over $0.40 until it changed to ValueClick.