Floor eCPM

[Markus Wiederkehr]

Yesterday I gave the new Floor eCPM feature a try. First I set a floor value of 0.25 and set the other networks (including AdMob) to 0.20 and 0.10. I created a new publisher ID in order to keep track of the income.

After a while I noticed that the actual eCPM value of the new publisher ID was only 0.10, i.e. significantly lower than the other network that would otherwise have received all the requests.

I know that AdMob cannot guarantee the final eCPM value so I increased the floor value to 0.50 to be on the safe side.

Today I see 450000 requests for the new publisher ID and a resulting eCPM value of $0.10 with a fill rate of 99.91 percent.

I understand it's beta and all but wouldn't it be a better idea to allow us to set a floor CPC value instead of eCPM? I know the CPC values of my other networks and it would not require any guessing on your part on what the eCPM value might eventually become.

Best regards,
Markus

[Eric Leichtenschlag]

Hi Markus,

Is there any chance you have two mediation placements with different eCPM floors tied to the same underlying AdMob publisher ID? If so, we currently assume the min eCPM floor value you set for that underlying pubId across all your placements. If not, there's probably a bug with the feature. Please confirm exactly what your setup is so I can file a bug report if necessary with as many details as possible.

Thanks,
Eric

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[Markus Wiederkehr]

Hi Eric,

No, I had only one mediation placement where I experimented with eCPM floors and I used the newly created publisher ID only in this one mediation placement.

Here's what I had:

  AdMob eCPM Floor Beta:   eCPM: 0.25 (later changed to 0.5)    publisher ID: ADMOB_FLOOR
  Other Network:   eCPM: 0.20
  AdMob Network:  eCPM: 0.10    publisher ID: ADMOB_REGULAR

... and a couple of other placements that used both the other network and ADMOB_REGULAR but not ADMOB_FLOOR.

So ADMOB_REGULAR was also used in other placements, with very different eCPM values (I did not specify real eCPM values in the other placements, just used them to establish an order of entries).

Thanks,
Markus:

[Eric Leichtenschlag]

Ok, I filed a bug for this. Approximately how long did you have the 0.25 and 0.50 settings turned on before you turned them off?

[Markus Wiederkehr]

Not for very long, 5 or 6 hours maybe.

[Eric Leichtenschlag]

Try keeping the setting on for a full day and see if you get better results. I've been told it takes some time for the floor setting on take effect.

Thanks,
Eric

[Eddie Lee]

The eCPM floor feature just simply don't work for me as well. I would like to know if there is anybody who can apply it successfully in android.

Thanks,

Eddie

2013/4/12 Eric Leichtenschlag <eleich...@google.com>

[Markus Wiederkehr]

Hi Eric,

I let it run over the weekend and it does not look any better.

Target eCPM: $0.30, competing network: $0.22, AdMob: $0.10

Results for the floor eCPM publisher ID:
Friday:     eCPM $0.11    fill rate: 99.02%
Saturday:   eCPM $0.10    fill rate: 95.77%
Sunday:     eCPM $0.09    fill rate: 92.48%

So while the fill rate is steadily declining the eCPM value is nowhere near where it should be.

Did you discuss the Floor CPC idea internally?

Best regards,
Markus

[Eric Leichtenschlag]

Hey Markus,

Thanks for trying it out for a couple days. That should be enough data to confirm an issue here.

I didn't discuss the CPC idea before, but I can bring it up this time around. My first thought on that though is what if an ad has lower CPC but is relevant to your app and users might click on it more often? Then it might not be at your level of CPC, but it might hit your eCPM.

Thanks,
Eric

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[Markus Wiederkehr]

Hi Eric,

I have received an e-mail from AdMob today, introducing the new Floor eCPM feature.

Does this mean the problems have been resolved and we should give it another try?

Thanks,
Markus

[William Ferguson]

I can confirm that the eCPM floor seems to have been working as intended for the last couple of days,

William

[Eric Leichtenschlag]

Hey Markus,

I think that email was sent mainly to raise general awareness about the feature. However, we did find and fix a bug with eCPM floor earlier this week thanks to some test data from you and William, and it does seem to be working now.

Thanks,

Eric

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[Markus Wiederkehr]

Still not working for me after letting it run for another one and a half days. eCPM was $0.07 instead of the desired $0.30.

It would be okay if the fill rate would have been close to zero, indicating the desired eCPM could not be met. Actual fill rate was 97.83% on day 1 (267k requests), 95.95% on day 2 (122k requests).

Best regards,
Markus

[Eric Leichtenschlag]

Sigh. Apparently the fix from last week is still being rolled out. I've been told it should be fully resolved by the end of the week. I'm not sure why it's affecting you but not others.

For those who want to take advantage of this feature, but are hesitant to send additional traffic to AdMob right now -  I would recommend turning on this feature, and placing the eCPM floor network ahead of where you have AdMob today, but still behind the other networks you're mediating with. That way, you can try out the new feature, and hopefully get increased eCPM on some of your requests, without sending any additional traffic to AdMob that wasn't already going there.

Thanks,

Eric

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