Dapper Insights Study #2: How Bidding Based on Cookie Age Drives Efficiency

Dapper Insights Study How Bidding Based on

Cookie Age Drives Efficency

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Optimal Bid Price

$15.0

0$1

1.32

$0.3

2

$0.5

5

$0.2

0

$0.0

0

Conversions / Cookie Age✈

eMail Reader

eMail Reader

Best Deals from SFO

CheapestFlights.com

CheapestFlights

$750 $360 $660

SFO-ORD SFO-JFK SFO-MIA

SFO-NRTSFO-IADSFO-LHR

Great Flights at 20% Off!

CheapestFlights

Book Now$290$250$140

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Cheapest Flights

Best Deals from SFO

$140Book Now

Best Deals from SFO

CheapestFlights.com

CheapestFlights

$750 $360 $660

SFO-ORD SFO-JFK SFO-MIA

SFO-NRTSFO-IADSFO-LHR

SFO-ORD

$290$250$140

eMail Reader

eMail Reader

Best Deals from SFO

CheapestFlights.com

CheapestFlights

$750 $360 $660

SFO-ORD SFO-JFK SFO-MIA

SFO-NRTSFO-IADSFO-LHR

Cheapest Flights

Best Deals from SFO

$250Book Now

SFO-JFK

$290$250$140

eMail Reader

eMail Reader

Cheapest Flights

Best Deals from SFO

$290Book Now

Best Deals from SFO

CheapestFlights.com

CheapestFlights

$750 $360 $660

SFO-ORD SFO-JFK SFO-MIA

SFO-NRTSFO-IADSFO-LHR

SFO-MIA

$290$250$140

eMail Reader

eMail Reader

Cheapest Flights

Best Deals from SFO

$750Book Now

Best Deals from SFO

CheapestFlights.com

CheapestFlights

$750 $360 $660

SFO-ORD SFO-JFK SFO-MIA

SFO-NRTSFO-IADSFO-LHR

SFO-LHR

$290$250$140

eMail Reader

eMail Reader

Cheapest Flights

Best Deals from SFO

$360Book Now

Best Deals from SFO

CheapestFlights.com

CheapestFlights

$750 $360 $660

SFO-ORD SFO-JFK SFO-MIA

SFO-NRTSFO-IADSFO-LHR

SFO-IAD

$290$250$140

eMail Reader

eMail Reader

Cheapest Flights

Best Deals from SFO

$660Book Now

Best Deals from SFO

CheapestFlights.com

CheapestFlights

$750 $360 $660

SFO-ORD SFO-JFK SFO-MIA

SFO-NRTSFO-IADSFO-LHR

SFO-NRT

$290$250$140

eMail Reader

eMail Reader

Cheapest FlightsBest Deals from SFO

$660Book Now

SFO-NRT

eMail Reader

eMail Reader

Cheapest FlightsBest Deals from SFO

$590Book Now

SFO-NRT

eMail Reader

eMail Reader

Cheapest FlightsBest Deals from SFO

$920Book Now

SFO-NRT

$0.60$0.60

$0.60

Day 1 Day 4 Day 11

✈

Cookie Age in Days

Con

vers

ions

Travel Conversions by Cookie Age

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30

60

90

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45

Cookie Age in Days

Con

vers

ions

Travel Conversions by Cookie Age

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30

60

90

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45

$1.0

0

Average Bid Price✈

Cookie Age in Days

Con

vers

ions

Travel Conversions by Cookie Age

0

30

60

90

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45

$1.0

0

Average Bid Price

Average Bid is Too Low

Average Bid is Too High✈

Cookie Age in Days

Con

vers

ions

Travel Conversions by Cookie Age

0

30

60

90

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45

0

30

60

90

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45

Optimal Bid Price

$15.0

0$1

1.32

$0.3

2

$0.5

5

$0.2

0

$0.0

0

✈

Cookie Age in Days

Con

vers

ions

Travel Conversions by Cookie Age

0

30

60

90

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45

First Days

✈

Day Conversions Winning Bid

Spend Revenue $200 / Conv.

Conv. Rate Imps

1st 37 $1.00 $100 $7,400 0.037% 100K

2nd 64 $1.00 $100 $12,800 0.064% 100K

3rd 33 $1.00 $100 $6,600 0.033% 100K

4th 46 $1.00 $100 $9,200 0.046% 100K

5th 20 $1.00 $100 $4,000 0.02% 100K

6th 23 $1.00 $100 $4,600 0.023% 100K

7th 11 $1.00 $100 $2,200 0.011% 100K

8th 19 $1.00 $100 $3,800 0.019% 100K

9th 22 $1.00 $100 $4,400 0.022% 100K

10th 13 $1.00 $100 $2,600 0.013% 100K

11th 11 $1.00 $100 $2,200 0.011% 100K

Total 299 $1,100 $59,800

Efficiency Ratio

54:1

✈

Day Conversions Winning Bid

Spend Revenue $200 / Conv.

Conv. Rate Imps

1st 37 $1.00 $100 $7,400 0.037% 100K

2nd 64 $1.00 $100 $12,800 0.064% 100K

3rd 33 $1.00 $100 $6,600 0.033% 100K

4th 46 $1.00 $100 $9,200 0.046% 100K

5th 20 $1.00 $100 $4,000 0.02% 100K

6th 23 $1.00 $100 $4,600 0.023% 100K

7th 11 $1.00 $100 $2,200 0.011% 100K

8th 19 $1.00 $100 $3,800 0.019% 100K

9th 22 $1.00 $100 $4,400 0.022% 100K

10th 13 $1.00 $100 $2,600 0.013% 100K

11th 11 $1.00 $100 $2,200 0.011% 100K

Total 299 $1,100 $59,800

Efficiency Ratio

54:1

✈

Day Conversions Winning Bid

Spend Revenue $200 / Conv.

Conv. Rate Imps

1st 37 $1.00 $100 $7,400 0.037% 100K

2nd 64 $1.00 $100 $12,800 0.064% 100K

3rd 33 $1.00 $100 $6,600 0.033% 100K

4th 46 $1.00 $100 $9,200 0.046% 100K

5th 20 $1.00 $100 $4,000 0.02% 100K

6th 23 $1.00 $100 $4,600 0.023% 100K

7th 11 $1.00 $100 $2,200 0.011% 100K

8th 19 $1.00 $100 $3,800 0.019% 100K

9th 22 $1.00 $100 $4,400 0.022% 100K

10th 13 $1.00 $100 $2,600 0.013% 100K

11th 11 $1.00 $100 $2,200 0.011% 100K

Total 299 $1,100 $59,800

Efficiency Ratio

54:1

✈

Day Conversions Winning Bid

Spend Revenue $200 / Conv.

Conv. Rate Imps

1st 37 $1.00 $100 $7,400 0.037% 100K

2nd 64 $1.00 $100 $12,800 0.064% 100K

3rd 33 $1.00 $100 $6,600 0.033% 100K

4th 46 $1.00 $100 $9,200 0.046% 100K

5th 20 $1.00 $100 $4,000 0.02% 100K

6th 23 $1.00 $100 $4,600 0.023% 100K

7th 11 $1.00 $100 $2,200 0.011% 100K

8th 19 $1.00 $100 $3,800 0.019% 100K

9th 22 $1.00 $100 $4,400 0.022% 100K

10th 13 $1.00 $100 $2,600 0.013% 100K

11th 11 $1.00 $100 $2,200 0.011% 100K

Total 299 $1,100 $59,800

Efficiency Ratio

54:1

✈

Day Conversions Winning Bid

Spend Revenue $200 / Conv.

Conv. Rate Imps

1st 37 $1.00 $100 $7,400 0.037% 100K

2nd 64 $1.00 $100 $12,800 0.064% 100K

3rd 33 $1.00 $100 $6,600 0.033% 100K

4th 46 $1.00 $100 $9,200 0.046% 100K

5th 20 $1.00 $100 $4,000 0.02% 100K

6th 23 $1.00 $100 $4,600 0.023% 100K

7th 11 $1.00 $100 $2,200 0.011% 100K

8th 19 $1.00 $100 $3,800 0.019% 100K

9th 22 $1.00 $100 $4,400 0.022% 100K

10th 13 $1.00 $100 $2,600 0.013% 100K

11th 11 $1.00 $100 $2,200 0.011% 100K

Total 299 $1,100 $59,800

Efficiency Ratio

54:1

✈

Day Conversions Winning Bid

Spend Revenue $200 / Conv.

Conv. Rate Imps

1st 37 $0.58 $100 $7,400 0.037% 100K

2nd 64 $1.50 $100 $12,800 0.064% 100K

3rd 33 $1.00 $100 $6,600 0.033% 100K

4th 46 $1.25 $100 $9,200 0.046% 100K

5th 20 $0.50 $100 $4,000 0.02% 100K

6th 23 $0.55 $100 $4,600 0.023% 100K

7th 11 $0.17 $100 $2,200 0.011% 100K

8th 19 $0.45 $100 $3,800 0.019% 100K

9th 22 $0.15 $100 $4,400 0.022% 100K

10th 13 $0.55 $100 $2,600 0.013% 100K

11th 11 $0.10 $100 $2,200 0.011% 100K

Total 299 $1,100 $59,800

Efficiency Ratio

54:1

✈

Day Conversions Winning Bid

Spend Revenue $200 / Conv.

Conv. Rate Imps

1st 23 $0.58 $36 $4,625 0.037% 100K

2nd 150 $1.50 $352 $30,080 0.064% 100K

3rd 33 $1.00 $100 $6,600 0.033% 100K

4th 74 $1.25 $200 $14,720 0.046% 100K

5th 14 $0.50 $35 $2,800 0.02% 100K

6th 15 $0.55 $37 $3,105 0.023% 100K

7th 6 $0.17 $9 $1,254 0.011% 100K

8th 13 $0.45 $30 $2,565 0.019% 100K

9th 12 $0.15 $7 $2,310 0.022% 100K

10th 9 $0.55 $39 $1,885 0.013% 100K

11th 6 $0.10 $5 $1,100 0.011% 100K

Total 355 $853.68 $71,044

Efficiency Ratio

83:1

✈

Bidding on the Average

Real Time Bidding Based on cookie age

Conversions 299 355

Spend $1,100 $853.68

Revenue $59,800 $71,044

Efficiency Ratio 54:1 83:1

Bidding on the Average

Real Time Bidding Based on cookie age

Conversions 299 355

Spend $1,100 $853.68

Revenue $59,800 $71,044

Efficiency Ratio 54:1 83:1

Best Deals from SFO

CheapestFlights.com

CheapestFlights

$140 $250

$750 $360

$290

$660

SFO-ORD SFO-JFK SFO-MIA

SFO-NRTSFO-IADSFO-LHR

eMail Reader

eMail Reader

Cheapest Flights

Best Deals from SFO

$140Book Now

SFO-ORD

Dynamic Creative Real Time Bidding

Best Deals from SFO

CheapestFlights.com

CheapestFlights

$140 $250

$750 $360

$290

$660

SFO-ORD SFO-JFK SFO-MIA

SFO-NRTSFO-IADSFO-LHR

eMail Reader

eMail Reader

Cheapest Flights

Best Deals from SFO

$140Book Now

SFO-ORD

Dynamic Creative Real Time Bidding

$0.40

Best Deals from SFO

CheapestFlights.com

CheapestFlights

$140 $250

$750 $360

$290

$660

SFO-ORD SFO-JFK SFO-MIA

SFO-NRTSFO-IADSFO-LHR

eMail Reader

eMail Reader

Cheapest Flights

Best Deals from SFO

$140Book Now

SFO-ORD

Dynamic Creative Real Time Bidding Efficiency & Performance

$0.40

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