MMADS chooses ads for display from the set of ads assigned to a particular zone. And ads prioritisations is a way to influence that process. Here are the options to set the priority:
- Top rate
- Second rate
Firstly, we will talk about Weight and Rate options. They are very much alike and both use weighted-random logic.
Therefore, every campaign/ad has a chance to be displayed. Users are able to adjust the probability of that via the Weight property in their settings. Besides, you can use a campaign’s Rate as Weight in case you find it more suitable for your business.
Top Rate method means campaigns/ads with the highest rate will always win the auction. In this case, lower bidding campaigns/ads may not receive any traffic (subject to frequency capping, limits, and traffic volume available).
If you select Second Rate, the winner of an online auction is the one who makes the highest bid, but the sale price does not equal that bid. Instead, it equals the bid of the competitor whos rate was second highest. For example, if your bid is $2, and the previous competitor bids $1.5, you win the auction but will be charged $1.5, not $2, as in the case with the Top Rate prioritisation.
Top Rate and Second rate options were implemented for RTB/XML-feed integration in particular. Therefore, we don’t recommend using them on usual zones and ads unless you have a complete understanding of how it works.
How to configure ads prioritisation
In order to select one of the prioritisation types, you should go to zone’s form in Publisher / SSP section:
Besides, you can set ads prioritisation manually for each zone. Another way is to set its default value in the Settings menu.