Campaign Bidding Insights report overview

When bid requests pass through the IQM platform, it assesses which campaigns should proceed to auction. This decision is based on whether the campaign’s targeting criteria and other details match the bid request.

The Campaign Bidding Insights report captures each time that a campaign was rejected, then segments those occurrences into specific rejection reasons. You can use this data to assess which targeting parameters are limiting a campaign’s number of bid requests, then apply strategic optimizations to increase scale.

Campaign Bidding Insights eligibility criteria

All advertisers are eligible to generate Campaign Bidding Insights; however, a campaign must meet each of these conditions before it becomes eligible for Campaign Bidding insights reporting.

Requirement type	Requirement details
Impressions	>1 impression captured
Campaign status	Running Expired (within the past two weeks) Paused
Timeframe	The Calendar field supports incremental time frames ranging from the past one hour up to the past two weeks. The campaign must have met the Impressions requirements during that period.
Campaign Type	Advanced

Bid rejection reasons

Campaign Bidding Insights pinpoints the targeting parameters that are causing the biggest drop-off in your campaign’s bid requests. These insights surface in the form of Campaign Drop-off Reasons and Sub Reasons.

The Campaign Bidding Insights page will display each category whether or not it contributed to bid drop-offs. Refer to the listed percentage and Rejected section to determine a particular category’s impact on rejections.

Bid rejection reason	Bid rejection sub reason	Description
Account Settings	Insufficient Balance	Bids dropped off because there is an insufficient balance in your account.
Account Settings	Inactive Account	Bids dropped off because the advertiser's account with IQM is inactive.
Campaign Settings	Schedule	Bids dropped off due to the schedule used to determine the time and day of ad delivery.
Campaign Settings	Campaign Priority	Bids dropped off due to campaigns with a higher priority being served first.
Campaign Settings	Blocked Advertiser Domain	Bids dropped off because sites and apps were included in the campaign's blocklist.
Insertion Order (IO) Budget	-	Bids dropped off because the insertion order that’s associated with the campaign spent the budget in full.
Inventory Targeting	-	Bids dropped off due to the inventory targeting criteria defined.
Inventory Targeting	Private Deals	Bids dropped off because inventory was outside of the campaign's private deals
Inventory Targeting	Open Exchange Sites and Apps	Bids dropped off because sites and apps from the exchange did not match campaign's sites and apps targeting parameters
Inventory Targeting	Publisher Categories	Bids dropped off because publisher categories did not match the campaign's selected categories
Inventory Targeting	Campaign Categories	Bids dropped off because the IAB category of the request did not match the campaign's assigned IAB category
Location Targeting	-	The location targeting criteria that you defined caused bids to drop off.
Location Targeting	Country	Bids dropped off due to the countries that the campaign targeted.
Location Targeting	State	Bids dropped off due to the states that the campaign targeted.
Location Targeting	City	Bids dropped off due to the cities that the campaign targeted.
Location Targeting	ZIP Code	Bids dropped off due to the ZIP Codes that the campaign targeted.
Location Targeting	Custom Area	Bids dropped off due to the custom areas that the campaign targeted.
Location Targeting	Address	Bids dropped off due to the addresses that the campaign targeted.
Location Targeting	DMA	Bids dropped off due to the designated market areas (DMA) that the campaign targeted.
Device Targeting	-	Bids dropped off due to the device targeting criteria defined.
Device Targeting	Device Type	Bids dropped off due to the device type(s) that the campaign targeted.
Device Targeting	Manufacturer	Bids dropped off due to the manufacturer(s) that the campaign targeted.
Device Targeting	Operating System	Bids dropped off due to the operating systems(s) that the campaign targeted.
Device Targeting	Carrier	Bids dropped off due to the carrier(s) that the campaign targeted.
Device Targeting	Network Types	Bids dropped off due to the networks that the campaign targeted.
Device Targeting	Channels	Bids dropped off due to the channels that the campaign targeted.
Creative Settings	-	Bids dropped off due to the creative targeting criteria defined.
Creative Settings	Creative Type	Bids dropped off due to the format of the creative (e.g., Display, Video, etc.)
Creative Settings	Creative Dimensions	Bids dropped off due to the size of the creative(s).
Creative Settings	Creative Duration	Bids dropped off due to the duration of the creative(s).
Creative Settings	Creative Placement	Bids dropped off due to the advanced targeting you applied based on where the ad is placed in the requested page content.
Creative Settings	Creative Start Delay	Bids dropped off due to the specific placement of your ad(s) within videos that the campaign targeted.
Advanced Targeting	-	Bids dropped off due to the advanced targeting criteria defined in the Allowlist and/or Blocklist.
Advanced Targeting	Exchanges	Bids dropped off due to the exchanges you added to the campaign’s Allowlist or Blocklist.
Advanced Targeting	Device ID	Bids dropped off due to the device IDs you added to the campaign’s Allowlist or Blocklist.
Advanced Targeting	IP Addresses	Bids dropped off due to the IP addresses you added to the campaign’s Allowlist or Blocklist.
Advanced Targeting	iOS & Android App	Bids dropped off due to the apps you added to the campaign’s Allowlist or Blocklist.
Advanced Targeting	Sites	Bids dropped off due to the sites you added to the campaign’s Allowlist or Blocklist.
Audience Targeting	-	Bids dropped off due to the audience targeting criteria defined.
Audience Targeting	Matched Audience	Bids dropped off due to the offline audience that you uploaded and matched with IQM’s user database.
Audience Targeting	Segmented Audience	Bids dropped off due to the audience you grouped and targeted based on a defined set of shared characteristics.
Audience Targeting	Retargeted Audience	Bids dropped off due to the audience you targeted that included an existing user base.
Audience Targeting	Geofarmed Audience	Bids dropped off due to the audience you targeted that included users who visited a particular location.
Audience Targeting	Contextual Audience	Bids dropped off due to the audience you targeted based on keywords and/or URLs that you defined.
Audience Targeting	Lookalike Audience	Bids dropped off due to the audience you targeted that included users who are similar to an existing Matched Audience.
Audience Targeting	Pre-bid Audience	Bids dropped off due to the audience you targeted based on brand safety, fraud, and/or viewability requirements.
Campaign Bid Price	-	Bids dropped off because the bid price was lower than the floor price that was received from the exchange.
Bid Strategy	-	Bids dropped off due to the impression-level optimizations that you defined (budget cap, impression cap, frequency cap, bid pacing) defined.
Bid Strategy	Frequency Capping	Bids dropped off because the maximum number of times you chose to allow the campaign’s ads to appear to the same user over a defined time frame was reached.
Bid Strategy	Click Capping	Bids dropped off because the maximum number of clicks you chose to allow per day was reached.
Bid Strategy	Conversion Capping	Bids dropped off because the maximum number of conversions you chose to allow per day was reached.
Bid Strategy	Impression Capping	Bids dropped off because the maximum number of impressions you chose to display per day was reached.
Campaign Budget	-	Bids dropped off because the campaign budget was no longer available for bidding.
Other	-	Bids dropped off due to a setting or error that is not captured by other bid-rejection-reason categories. Other drop-off causes are typically due to back-end bidder settings that are used for campaign efficiency, technical issues such as platform errors, or discrepancies between the bid request and the campaign's targeting parameters, for example.

Key terms and concepts

Bid rate and win rate

Bid rate describes the percentage of available bids that occur in a programmatic auction. This rate is heavily dependent on the targeting rules you select when you set up a campaign. Win rate describes the percentage of impressions that you won in a programmatic auction, which is impacted most heavily by the bid price.

To optimize to win rate, you’d need to increase your CPM bids. Doing so could result in overpaying. Instead, we recommend optimizing to bid rate to increase the number of your campaign’s available impressions.

You can use Campaign Bidding Insights to determine which targeting rules are constricting your campaign’s scale the most. Adjust those targeting criteria to reach more of the IQM universe and achieve scale. If a parameter is nonnegotiable from your client, move to the next factor that is causing the steepest drop-off in bid requests, and apply related adjustments to the campaign.

Refer to Generate and interpret a Campaign Bidding Insights report for more information.

Locate additional Campaign Bidding Insights resources