How to Discover Revenue Opportunities in Your Bid Landscape with Metamarkets Heat Map

With hundreds of publishers and buyers, it’s difficult to keep track of all of your partners’ bidding activity. Many demand managers get reports each morning informing them where their accounts have the highest spend, but those reports likely won’t tell you much about all the premium inventory your buyers are missing out on. Discovering gaps in your partners’ bid landscape can reduce revenue leakage and increase spend.

The Heat Map view in Metamarkets Explore is a great way to expose these gaps. The chart displayed here shows your top 10 bidders on the vertical axis and your top 10 publishers on the horizontal axis by total revenue for a full week. These are your biggest buyers and highest performing inventory on your exchange.

The darker the blue square, the higher the value of the metric you’re filtered on. Lighter squares have minimal spend, and no color means no spend at all.

In this chart, you can see Bidder 2 and Bidder 5 are buying across all your top publishers. But what about Bidder 9? Bidder 9 is one of the top 10 revenue drivers for your exchange, but they are only buying on 3 of your premium publishers.

This could indicate an integration error with this buyer, or that a temporary block was put on them when they were running a specific campaign and it was never removed. It could also mean it’s just not the right type of inventory. No matter what, it’s definitely worth investigating.

Because of the drill down nature of Metamarkets, the Heat Map view can be used for many different use cases. You can visualize which publishers command the highest bids from your buyers to better understand your inventory, or look at bidders against ad size by total bid count, to better shape the QPS your partners are being sent.

The Heat Map is one of many great options for visualizing your programmatic data within Metamarkets Explore. We know our customers need flexible ways to analyze their data, with visuals that reveal deeper layers of insights in real-time. If you’d like to learn more about using the Heat Map or any other views, reach out to learn more about what’s available to you with Metamarkets.

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