Different Bidders or SSPs are more open to Publisher SPO (Supply path optimisation) than others, so individual SPO configuration can be important. Please notice that this is a "Web-only" feature
We recommend that you talk to the different Bidders and ask how they prefer the SPO to work, and if it is to be activated at all; as some of them prefer to get 100% of the traffic, and then do the optimisation on their end, towards the Exchanges and DSPS.
SPO Control on different levels:
If you would like to limit the traffic for one or more of your bidders, you can do so on several levels in the system:
- Global
- Publisher
- Website
- Placement
And it is all handled through the "Prebid parameters" on one of these levels:
In the Generic Prebid Config Data - Supply Path Optimization, you will find the options to set criteria for when to call and not to call a particular Bidder or SSP.
One of the most common criteria is to block out specific countries (or include specific countries if the Bidder is more regional).
Include/Exclude traffic based on GEO
Here you can set Include/Exclude traffic from specific countries:
How do I know which countries to block for a particular Bidder?
A good starting point for evaluating SPO, is to pull a report based on Bidder - per country, and then one of the metrics you find important. One of these could be Revenue, if you are interested in only having the Bidders that brings the most value for each geo, but you could also think about things like Adunit eCPM (how well the traffic is monetised), or maybe even fill rate % - as some Geos might have low value bids, but maybe of them.
Breaking down a report makes it possible to see which countries are performing for each bidder, and then make your decision based on that.
Please notice this might effect your revenue negatively, as you potentially allow less traffic to be bought; but less calls should lower the impact on the environment.