{"id":12983,"date":"2023-11-23T00:00:00","date_gmt":"2023-11-23T00:00:00","guid":{"rendered":"https:\/\/e-dialog.group\/blog\/attention-based-bidding-in-dv360-8211-including-example-algorithms\/"},"modified":"2026-02-26T13:38:23","modified_gmt":"2026-02-26T13:38:23","slug":"attention-based-bidding-in-dv360-8211-including-example-algorithms","status":"publish","type":"post","link":"https:\/\/e-dialog.group\/en\/blog\/attention-based-bidding-in-dv360-8211-including-example-algorithms\/","title":{"rendered":"Attention Based Bidding In Dv360 8211 Including Example Algorithms"},"content":{"rendered":"

Most DV360 users have probably been familiar with custom bidding for a long time. Mostly related to increasing conversions. However, there is another use case for how you can optimally use custom bidding for awareness campaigns in the upper funnel: Attention Based Bidding.<\/p>\n

Using the video and display examples, we show the possible uses of Attention Based Bidding for awareness campaigns.<\/b><\/p>\n

 <\/b><\/p>\n

Video campaigns<\/h2>\n

Why do you need custom bidding here – couldn’t you just use CIVA (=Complete in-view, Audible) bidding and be done with it?
\nNot quite. 2 reasons speak against CIVA as a sustainable strategy:<\/p>\n

    \n
  1. Inventory is limited and highly sought after. This can quickly lead to high CPMs with higher budgets.<\/li>\n
  2. With CIVA optimization there is no quality differentiation within non-CIVA inventory. Factors such as Audible vs. muted, large vs. small player, partial vs. full time on screen significantly influence the quality.<\/li>\n<\/ol>\n

    Example of a video custom bidding algorithm<\/h2>\n

    \"\"<\/p>\n

    Display campaigns<\/h2>\n

    Here too, for the sake of simplicity, you could use bidding with “Maximize Viewable Impressions”. However, it is worth going into the different quality factors in more detail here. Here in the example algorithm based on Creative Size and Time on Screen.<\/p>\n

    Example of a Display Custom Bidding Algorithm<\/h3>\n

    \"\"<\/p>\n

    Tip: Test quality factors in advance<\/h2>\n

    The algorithms described above are just examples. For an individually tailored strategy, we recommend testing the factors in advance.<\/p>\n

    A sensible testing strategy could look like this:<\/b><\/p>\n

    Hypothesis:<\/b><\/p>\n