Is Criteo worth Running at the Top of your Ad Stack? - Ad Network Review
Criteo will always tell you that, in order to perform their best, they need to be positioned at the top of your ad stack so they can get a first look at the impressions coming in.
They claim that having the first look will outperform the CPM's from other networks and, despite the fill rate not being high at first, they can optimize to grow that at the CPM level.
Let's be honest, every ad network would love to run at the top of your stack and get the highest quality inventory. If you haven't dealt with Criteo yet, rest assure they will always push for this pretty hard and be adamant about it.
Related Read: Casale Media Ad Network Review
So the question remains, is there any truth to this? You want to give your highest quality impressions to your best performing ad network and Criteo is new to you. Does it make sense to set them up this way? We've implemented them with a lot of our publishers and this is what we've concluded:
1) Criteo *can* be good to run at the top of your ad stack but at a low frequency cap. Run it at a low CPM Standard line item type but watch it very closely.
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