PubMatic

MAY 5, 2025

Ghost bidding brings the rigor of randomized control trials to digital marketing, enabling accurate causal measurement without added costs. By randomly assigning users to test and control groups without interrupting the buying process, ghost bidding allows marketers to uncover the true incremental effects of their campaigns.

ROI 59

ROI Control Group CPM Viewability 59

Monetize More

MAY 19, 2023

While this would mean an increase of CPM/revenue in the auction where the winning bid is above the price floor and the second winning bid is below it, price floors also serve as a barrier. For example, publisher A has a deal with advertiser B to buy inventory at $3 CPM as a campaign in DFP but sees advertiser B purchase impressions at $1.50

Ad Exchange 98

Ad Exchange CPM Impressions Header Bidding 98

Single Grain

APRIL 27, 2025

Cost metrics comparison : Compare your CPM, CPC, and CPL to industry averages. Control groups : Maintain proper control groups for accurate measurement. e-commerce: 4- 5x, SaaS: 3- 4x). Channel-specific benchmarks : Evaluate performance by channel against industry standards.

Retargeting 52

Retargeting Conversion Rate Machine Learning Conversion 52

InMobi

SEPTEMBER 3, 2019

1) Ad Recall Research Let’s say you're running a branding and awareness campaign where you’re measuring success on impressions, scale and reach, buying on a CPM (cost per 1,000 impressions) basis. This is where ad recall surveys can come in handy.

Advertising 52

Advertising Demand Side Platform Brand Lift Control Group 52

Single Grain

MAY 16, 2023

Various native advertising platforms offer scalable pricing models, such as cost-per-view (CPV), cost-per-day (CPD) and cost-per-thousand-impressions (CPM). Compare this figure to the control group, which saw a mere 14% top-of-mind awareness. Advertisers can also pay based on how long their ads are up on the website.

Native Advertising 52

Native Advertising Advertising Video Ads Machine Learning 52