Google AdX Bid Landscape reports can be valuable for data-hungry publishers. As publishers, we are the very last stop of the programmatic auction process and at times it feels as if the metrics we receive from a programmatic auction are largely the result of a black box process. It’s no secret that there are several intermediaries that optimize and monetize our inventory. So when it comes down to optimizing our own auctions and partners, any data from the auction is highly sought after.
For this blog post, we pulled a report from the Google AdX Query Tool based on Buyer Network Bid Results for the Open Auction. We hope that the data from this report can be used to identify Private Marketplace (PMP) or buyer specific floor auction pricing/strategies based on the open auction bidding behavior. It is crucial to note that buyers in the Google Double Click Ad Exchange have the option to opt out of being part of this report. Therefore, this report will inherently be incomplete.
One benefit of the query tool is that it can pivot multiple data sets at scale. The downside of having access to this type of reporting is that the data itself can be complicated. In this blog post, we attempt to define and interpret the data metrics that are provided by AdX Query Tool’s Bid Landscape report. However, nothing is as clear as it seems so we’ve raised some questions at the end. It would be great to hear any feedback you may have!