In this product update summary, we’ll look at 4 new features designed to give BidSwitch demand partners more control and flexibility in how they manage supply, making it easier and more cost-effective for them to listen to the traffic that matters most and to make their QPS go even further.
All of these features are available right now in the BidSwitch platform or via API. If you have any questions about using them, please get in touch with your Account Manager or drop us a line.
Ads.txt Targeting
With Ads.txt Targeting, DSPs can configure Targeting Groups to filter bid requests based on specific ads.txt statuses, giving you improved control of your QPS and supply quality. This feature will be a big help to demand partners looking to minimize hops in their supply chain or run various SPO experiments across different supply path types (direct, indirect, etc).
Ads.txt Targeting applies to both ads.txt and app-ads.txt. It only applies to bid requests from the open exchange, so any Private Deal bid requests will not be filtered. Ads.txt Targeting can be applied at the Targeting Group (T-Group) level to filter for one or more of the following statuses:
- Direct
- Reseller
- Unauthorized
- Unknown
For more information about how to use Ads.txt Targeting, please take a look at our knowledge base.
Region Targeting
As the name suggests, Region Targeting enables DSPs to filter bidstream traffic based on geographical regions just below the Country level, such as a US state or Canadian province.
This type of regional control can be very useful for buyers looking to run campaigns against specific categories, like gambling or cannabis, the advertising of which may be legally restricted in certain geographies at certain times. It can also make political campaigns easier to manage with fine-grain control of messaging for specific states or provinces.
Region Targeting is applied at the T-Group level and can be combined with other filtering options (like Ads.txt Targeting), giving DSPs more control than ever before.
Big List Targeting
Big List Targeting for BidSwitch is a new feature which allows DSPs to filter the traffic they listen to based on significantly larger lists of records than was previously possible in the BidSwitch platform or via API.
These records represent targetable fields within bid requests, such as UUID, geo, device type, and other criteria partners may want to tap into in the bidstream.
BidSwitch previously had a maximum targeting list limit of 5000 records (or rows of data), but with Big List Targeting, you can target potentially millions of records.
Each Big List is uploaded to a dedicated Google Cloud Bucket, so that it can be referenced for either inclusion or exclusion when configuring your Targeting Groups. List contents are then checked in real-time against bid request values to determine whether that request should be filtered or passed through for evaluation.
The only limitation is a maximum cloud storage capacity of 500mb – though this is more than enough space to upload several lists containing over a million records each.
Because Big List Targeting requires setting up a Cloud Bucket, you’ll need to talk with your Account Manager to get started. You can also learn more about Big List Targeting here.
SupplyChain Object Completeness Targeting
SupplyChain Object Completeness Targeting allows DSPs to filter traffic based on SupplyChain Object completeness.
The SupplyChain Object exists to reveal every intermediary involved with a particular impression. Each of the ‘hops’ along the supply chain will be listed out via this tool to reveal every participant who was paid as part of the programmatic transaction. With SupplyChain Object Completeness Targeting, you can filter exclusively for complete SupplyChain objects to provide enhanced transparency and visibility for your advertisers.
As with the other features we’ve covered, SupplyChain Object Completeness Targeting is configured at the T-Group level.
By giving DSPs the power to filter the bidstream based on SupplyChain Object Completeness, this new targeting option satisfies an industry-wide buy-side appetite for better supply path transparency and quality controls. You can read more about SupplyChain Object Completeness Targeting in the BidSwitch knowledge base.
To learn more about upcoming BidSwitch features and how we’re empowering DSPs to deliver better results for their clients in 2022 and beyond, get in touch with your Account Manager or just drop us a line.