dapper insights study #2: how bidding based on cookie age drives efficiency
TRANSCRIPT
Dapper Insights Study How Bidding Based on
Cookie Age Drives Efficency
0
30
60
90
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45
0
30
60
90
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45
Optimal Bid Price
$15.0
0$1
1.32
$0.3
2
$0.5
5
$0.2
0
$0.0
0
Conversions / Cookie Age✈
eMail Reader
eMail Reader
Best Deals from SFO
CheapestFlights.com
CheapestFlights
$750 $360 $660
SFO-ORD SFO-JFK SFO-MIA
SFO-NRTSFO-IADSFO-LHR
Great Flights at 20% Off!
CheapestFlights
Book Now$290$250$140
eMail Reader
eMail Reader
Cheapest Flights
Best Deals from SFO
$140Book Now
Best Deals from SFO
CheapestFlights.com
CheapestFlights
$750 $360 $660
SFO-ORD SFO-JFK SFO-MIA
SFO-NRTSFO-IADSFO-LHR
SFO-ORD
$290$250$140
eMail Reader
eMail Reader
Best Deals from SFO
CheapestFlights.com
CheapestFlights
$750 $360 $660
SFO-ORD SFO-JFK SFO-MIA
SFO-NRTSFO-IADSFO-LHR
Cheapest Flights
Best Deals from SFO
$250Book Now
SFO-JFK
$290$250$140
eMail Reader
eMail Reader
Cheapest Flights
Best Deals from SFO
$290Book Now
Best Deals from SFO
CheapestFlights.com
CheapestFlights
$750 $360 $660
SFO-ORD SFO-JFK SFO-MIA
SFO-NRTSFO-IADSFO-LHR
SFO-MIA
$290$250$140
eMail Reader
eMail Reader
Cheapest Flights
Best Deals from SFO
$750Book Now
Best Deals from SFO
CheapestFlights.com
CheapestFlights
$750 $360 $660
SFO-ORD SFO-JFK SFO-MIA
SFO-NRTSFO-IADSFO-LHR
SFO-LHR
$290$250$140
eMail Reader
eMail Reader
Cheapest Flights
Best Deals from SFO
$360Book Now
Best Deals from SFO
CheapestFlights.com
CheapestFlights
$750 $360 $660
SFO-ORD SFO-JFK SFO-MIA
SFO-NRTSFO-IADSFO-LHR
SFO-IAD
$290$250$140
eMail Reader
eMail Reader
Cheapest Flights
Best Deals from SFO
$660Book Now
Best Deals from SFO
CheapestFlights.com
CheapestFlights
$750 $360 $660
SFO-ORD SFO-JFK SFO-MIA
SFO-NRTSFO-IADSFO-LHR
SFO-NRT
$290$250$140
eMail Reader
eMail Reader
Cheapest FlightsBest Deals from SFO
$660Book Now
SFO-NRT
eMail Reader
eMail Reader
Cheapest FlightsBest Deals from SFO
$590Book Now
SFO-NRT
eMail Reader
eMail Reader
Cheapest FlightsBest Deals from SFO
$920Book Now
SFO-NRT
$0.60$0.60
$0.60
Day 1 Day 4 Day 11
✈
Cookie Age in Days
Con
vers
ions
Travel Conversions by Cookie Age
0
30
60
90
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45
Cookie Age in Days
Con
vers
ions
Travel Conversions by Cookie Age
0
30
60
90
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45
$1.0
0
Average Bid Price✈
Cookie Age in Days
Con
vers
ions
Travel Conversions by Cookie Age
0
30
60
90
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45
$1.0
0
Average Bid Price
Average Bid is Too Low
Average Bid is Too High✈
Cookie Age in Days
Con
vers
ions
Travel Conversions by Cookie Age
0
30
60
90
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45
0
30
60
90
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45
Optimal Bid Price
$15.0
0$1
1.32
$0.3
2
$0.5
5
$0.2
0
$0.0
0
✈
Cookie Age in Days
Con
vers
ions
Travel Conversions by Cookie Age
0
30
60
90
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45
First Days
✈
Day Conversions Winning Bid
Spend Revenue $200 / Conv.
Conv. Rate Imps
1st 37 $1.00 $100 $7,400 0.037% 100K
2nd 64 $1.00 $100 $12,800 0.064% 100K
3rd 33 $1.00 $100 $6,600 0.033% 100K
4th 46 $1.00 $100 $9,200 0.046% 100K
5th 20 $1.00 $100 $4,000 0.02% 100K
6th 23 $1.00 $100 $4,600 0.023% 100K
7th 11 $1.00 $100 $2,200 0.011% 100K
8th 19 $1.00 $100 $3,800 0.019% 100K
9th 22 $1.00 $100 $4,400 0.022% 100K
10th 13 $1.00 $100 $2,600 0.013% 100K
11th 11 $1.00 $100 $2,200 0.011% 100K
Total 299 $1,100 $59,800
Efficiency Ratio
54:1
✈
Day Conversions Winning Bid
Spend Revenue $200 / Conv.
Conv. Rate Imps
1st 37 $1.00 $100 $7,400 0.037% 100K
2nd 64 $1.00 $100 $12,800 0.064% 100K
3rd 33 $1.00 $100 $6,600 0.033% 100K
4th 46 $1.00 $100 $9,200 0.046% 100K
5th 20 $1.00 $100 $4,000 0.02% 100K
6th 23 $1.00 $100 $4,600 0.023% 100K
7th 11 $1.00 $100 $2,200 0.011% 100K
8th 19 $1.00 $100 $3,800 0.019% 100K
9th 22 $1.00 $100 $4,400 0.022% 100K
10th 13 $1.00 $100 $2,600 0.013% 100K
11th 11 $1.00 $100 $2,200 0.011% 100K
Total 299 $1,100 $59,800
Efficiency Ratio
54:1
✈
Day Conversions Winning Bid
Spend Revenue $200 / Conv.
Conv. Rate Imps
1st 37 $1.00 $100 $7,400 0.037% 100K
2nd 64 $1.00 $100 $12,800 0.064% 100K
3rd 33 $1.00 $100 $6,600 0.033% 100K
4th 46 $1.00 $100 $9,200 0.046% 100K
5th 20 $1.00 $100 $4,000 0.02% 100K
6th 23 $1.00 $100 $4,600 0.023% 100K
7th 11 $1.00 $100 $2,200 0.011% 100K
8th 19 $1.00 $100 $3,800 0.019% 100K
9th 22 $1.00 $100 $4,400 0.022% 100K
10th 13 $1.00 $100 $2,600 0.013% 100K
11th 11 $1.00 $100 $2,200 0.011% 100K
Total 299 $1,100 $59,800
Efficiency Ratio
54:1
✈
Day Conversions Winning Bid
Spend Revenue $200 / Conv.
Conv. Rate Imps
1st 37 $1.00 $100 $7,400 0.037% 100K
2nd 64 $1.00 $100 $12,800 0.064% 100K
3rd 33 $1.00 $100 $6,600 0.033% 100K
4th 46 $1.00 $100 $9,200 0.046% 100K
5th 20 $1.00 $100 $4,000 0.02% 100K
6th 23 $1.00 $100 $4,600 0.023% 100K
7th 11 $1.00 $100 $2,200 0.011% 100K
8th 19 $1.00 $100 $3,800 0.019% 100K
9th 22 $1.00 $100 $4,400 0.022% 100K
10th 13 $1.00 $100 $2,600 0.013% 100K
11th 11 $1.00 $100 $2,200 0.011% 100K
Total 299 $1,100 $59,800
Efficiency Ratio
54:1
✈
Day Conversions Winning Bid
Spend Revenue $200 / Conv.
Conv. Rate Imps
1st 37 $1.00 $100 $7,400 0.037% 100K
2nd 64 $1.00 $100 $12,800 0.064% 100K
3rd 33 $1.00 $100 $6,600 0.033% 100K
4th 46 $1.00 $100 $9,200 0.046% 100K
5th 20 $1.00 $100 $4,000 0.02% 100K
6th 23 $1.00 $100 $4,600 0.023% 100K
7th 11 $1.00 $100 $2,200 0.011% 100K
8th 19 $1.00 $100 $3,800 0.019% 100K
9th 22 $1.00 $100 $4,400 0.022% 100K
10th 13 $1.00 $100 $2,600 0.013% 100K
11th 11 $1.00 $100 $2,200 0.011% 100K
Total 299 $1,100 $59,800
Efficiency Ratio
54:1
✈
Day Conversions Winning Bid
Spend Revenue $200 / Conv.
Conv. Rate Imps
1st 37 $0.58 $100 $7,400 0.037% 100K
2nd 64 $1.50 $100 $12,800 0.064% 100K
3rd 33 $1.00 $100 $6,600 0.033% 100K
4th 46 $1.25 $100 $9,200 0.046% 100K
5th 20 $0.50 $100 $4,000 0.02% 100K
6th 23 $0.55 $100 $4,600 0.023% 100K
7th 11 $0.17 $100 $2,200 0.011% 100K
8th 19 $0.45 $100 $3,800 0.019% 100K
9th 22 $0.15 $100 $4,400 0.022% 100K
10th 13 $0.55 $100 $2,600 0.013% 100K
11th 11 $0.10 $100 $2,200 0.011% 100K
Total 299 $1,100 $59,800
Efficiency Ratio
54:1
✈
Day Conversions Winning Bid
Spend Revenue $200 / Conv.
Conv. Rate Imps
1st 23 $0.58 $36 $4,625 0.037% 100K
2nd 150 $1.50 $352 $30,080 0.064% 100K
3rd 33 $1.00 $100 $6,600 0.033% 100K
4th 74 $1.25 $200 $14,720 0.046% 100K
5th 14 $0.50 $35 $2,800 0.02% 100K
6th 15 $0.55 $37 $3,105 0.023% 100K
7th 6 $0.17 $9 $1,254 0.011% 100K
8th 13 $0.45 $30 $2,565 0.019% 100K
9th 12 $0.15 $7 $2,310 0.022% 100K
10th 9 $0.55 $39 $1,885 0.013% 100K
11th 6 $0.10 $5 $1,100 0.011% 100K
Total 355 $853.68 $71,044
Efficiency Ratio
83:1
✈
Bidding on the Average
Real Time Bidding Based on cookie age
Conversions 299 355
Spend $1,100 $853.68
Revenue $59,800 $71,044
Efficiency Ratio 54:1 83:1
Bidding on the Average
Real Time Bidding Based on cookie age
Conversions 299 355
Spend $1,100 $853.68
Revenue $59,800 $71,044
Efficiency Ratio 54:1 83:1
Best Deals from SFO
CheapestFlights.com
CheapestFlights
$140 $250
$750 $360
$290
$660
SFO-ORD SFO-JFK SFO-MIA
SFO-NRTSFO-IADSFO-LHR
eMail Reader
eMail Reader
Cheapest Flights
Best Deals from SFO
$140Book Now
SFO-ORD
Dynamic Creative Real Time Bidding
Best Deals from SFO
CheapestFlights.com
CheapestFlights
$140 $250
$750 $360
$290
$660
SFO-ORD SFO-JFK SFO-MIA
SFO-NRTSFO-IADSFO-LHR
eMail Reader
eMail Reader
Cheapest Flights
Best Deals from SFO
$140Book Now
SFO-ORD
Dynamic Creative Real Time Bidding
$0.40
Best Deals from SFO
CheapestFlights.com
CheapestFlights
$140 $250
$750 $360
$290
$660
SFO-ORD SFO-JFK SFO-MIA
SFO-NRTSFO-IADSFO-LHR
eMail Reader
eMail Reader
Cheapest Flights
Best Deals from SFO
$140Book Now
SFO-ORD
Dynamic Creative Real Time Bidding Efficiency & Performance
$0.40
www.dapper.net/insights