MatchOutcome
Every bid works toward your campaign goal.
MatchOutcome is our bidding algorithm. It works out what each impression is worth for the metric your campaign is bought on, and bids accordingly, on content MatchPersona has matched to your personas.
MatchOutcome works out what each impression is worth for your goal, and bids accordingly.
The gate
- The content read
- The placement record
- The campaign objective
- The contracted metric
One bid, set against your metric
Set after the read, before the buy.
- The content read
- The placement record
- The campaign objective
- The contracted metric
One bid, set against your metric
Set after the read, before the buy.
What's in it for you
Bids set by your goal.
Clicks, completed views or engagement: the metric in your CampaignDNA sets every bid.
Budget follows performance.
MatchOutcome draws on what each placement has delivered before, profiled and measured, so spend goes to the placements that deliver for your metric.
Reported on the same metric.
The metric is agreed before the campaign starts, and reporting shows delivery by persona and by placement against it.
How MatchOutcome works
It starts from your metric.
The primary metric in CampaignDNA, agreed with you before anything runs.
It reads each impression.
The page or video, vectorised; the persona it matches; and what that placement has delivered before, from the Placement Graph.
It bids what the impression is worth.
Every bid is set for your metric, and the next bid learns from what the campaign delivers.
Your metric, agreed before the campaign starts, sets every bid.
Questions
MatchOutcome, explained
What does MatchOutcome decide?
The bid for each individual impression: this impression, on this page, for this campaign, set for the metric the campaign is bought on.
What does it use to decide?
Three inputs: the MatchPersona match, read and vectorised through the Content Graph; the Placement Graph, which records what each ad unit has delivered by format and device, profiled and measured; and the metric from CampaignDNA.
How does it work on YouTube?
On the Trusted Web, the Placement Graph informs every bid directly. On YouTube, the MatchPersona match carries the decision, and delivery is reported against the metric in CampaignDNA.
Which metric does it optimise for?
Yours, set in CampaignDNA: clicks, completed views or engagement. MatchOutcome learns from delivered performance, so each bid builds on what placements have actually achieved.
Which content does it bid on?
Content MatchPersona has matched to your personas. Every page and video is read and vectorised before we bid.
What is agreed with the client?
The metric, agreed before the campaign runs. Reporting runs against the same metric, by persona and by placement. When the metric changes, the bidding follows it.
Next step
Choose how to buy.
See the routes into the same matching and bidding system, or plan a campaign with us.