For the past few months, Kepler has been participating in DV360’s Custom Bidding beta. Custom Bidding is an evolution of Google’s algorithm, allowing media buyers to build custom scripts which feed the algorithm with brand-specific values and variables. For example, a retailer can input transaction values to give the algorithm more information for optimizing revenue/ROAS (“return on ad spend”). This allows better alignment between in-platform campaign goals and advertisers’ underlying business objectives. We have been testing Custom Bidding across a range of campaigns and goal types, and have consistently seen improvement to campaign performance, such as:
