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Sell-side targeting has shown the ability to target audiences with greater transparency, better targeting, and stronger ROI, helping campaigns double their reach, increase viewability, and CTR. Ghost bidding brings the rigor of randomized control trials to digital marketing, enabling accurate causal measurement without added costs.
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
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