Traffic management strategies for RTB blocks

Only the highest auction bids are selected for RTB blocks. To select a traffic management strategy, go to the list of blocks (Products → RTB blocks). Find the appropriate block in the list, click Edit, and go to the Strategy tab.

The Maximum income strategy is selected by default and recommended if you want to make the best use of your ad space. Other strategies let you split traffic between the Yandex RTB and your ads, as well as manually manage your auction sales.

  • The Maximum income strategy uses all your available traffic and doesn't require any manual management. For each impression, the system sets an optimal CPM threshold. This allows the ad space to be filled efficiently and maximum profit to be generated for the ad platform owner.

  • The Minimum CPM threshold strategy helps set the starting price for RTB ads on the ad platform. If the auction bids exceed this threshold, the Yandex RTB banners are displayed as normal. If the bids are lower, then your ads — the code for which you provided in the appropriate field — are displayed. Specify the starting price for 1000 impressions in the Minimum CPM threshold field in rubles without VAT. Keep in mind that the actual CPM and your income can exceed the threshold you specify. You only dictate the minimal price required to access the platform, but there is no maximum bid limit for advertisers.

  • The Separate CPM strategy makes it possible to limit the amount of context ad and media ad impressions using individual CPM thresholds or block any types of advertising completely. If no blocks and no thresholds are set, it is assumed that the threshold is zero.

Note. Making your CPM threshold too high can limit your opportunities for selling traffic at a good price. If you do not provide the code for your ads, you should not specify the minimum CPM threshold; otherwise, it may reduce the number of impressions on the ad platform, and decrease your revenue as a result.

A custom ad code can be specified in the Custom ad code field on the Strategy tab, or in the RTB ad block code on the website. This will let you split traffic between Yandex RTB ads and third-party system ads, or insert a placeholder if the auction doesn't have any suitable offers for an ad to display.