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Dapper Insights Study #2: How Bidding Based on Cookie Age Drives Efficiency
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Dapper Insights Study #2: How Bidding Based on Cookie Age Drives Efficiency

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  • 1. Dapper Insights Study How Bidding Based on 00 5. $1 Cookie Age Drives 90 90 Efficency 2 1.3 $1 60 60 30 30 5 .5 2 $0 .3 $0 0 .2 $0 0 Optimal Bid Price .0 $0 0 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 ✈ Conversions / Cookie Age
  • 2. CheapestFlights.com eMail Reader CheapestFlights eMail Reader Best Deals from SFO CheapestFlights Great Flights at 20% Off! SFO-ORD SFO-JFK SFO-MIA Book Now $140 $250 $290 SFO-LHR SFO-IAD SFO-NRT $750 $360 $660
  • 3. CheapestFlights.com eMail Reader CheapestFlights eMail Reader Best Deals from SFO Cheapest Flights Best Deals from SFO SFO-ORD SFO-ORD SFO-JFK SFO-MIA $140 Book Now $140 $250 $290 SFO-LHR SFO-IAD SFO-NRT $750 $360 $660
  • 4. CheapestFlights.com eMail Reader CheapestFlights eMail Reader Best Deals from SFO Cheapest Flights Best Deals from SFO SFO-JFK SFO-ORD SFO-JFK SFO-MIA $250 Book Now $140 $250 $290 SFO-LHR SFO-IAD SFO-NRT $750 $360 $660
  • 5. CheapestFlights.com eMail Reader CheapestFlights eMail Reader Best Deals from SFO Cheapest Flights Best Deals from SFO SFO-MIA SFO-ORD SFO-JFK SFO-MIA $290 Book Now $140 $250 $290 SFO-LHR SFO-IAD SFO-NRT $750 $360 $660
  • 6. CheapestFlights.com eMail Reader CheapestFlights eMail Reader Best Deals from SFO Cheapest Flights Best Deals from SFO SFO-LHR SFO-ORD SFO-JFK SFO-MIA $750 Book Now $140 $250 $290 SFO-LHR SFO-IAD SFO-NRT $750 $360 $660
  • 7. CheapestFlights.com eMail Reader CheapestFlights eMail Reader Best Deals from SFO Cheapest Flights Best Deals from SFO SFO-IAD SFO-ORD SFO-JFK SFO-MIA $360 Book Now $140 $250 $290 SFO-LHR SFO-IAD SFO-NRT $750 $360 $660
  • 8. CheapestFlights.com eMail Reader CheapestFlights eMail Reader Best Deals from SFO Cheapest Flights Best Deals from SFO SFO-NRT SFO-ORD SFO-JFK SFO-MIA $660 Book Now $140 $250 $290 SFO-LHR SFO-IAD SFO-NRT $750 $360 $660
  • 9. eMail Reader eMail Reader eMail Reader eMail Reader eMail Reader eMail Reader Cheapest Flights Cheapest Flights Cheapest Flights Best Deals from SFO Best Deals from SFO Best Deals from SFO SFO-NRT SFO-NRT SFO-NRT $590 $920 $660 Book Now Book Now Book Now 0 0 0 .6 .6 .6 $0 $0 $0 Day 1 Day 4 Day 11
  • 10. Travel Conversions by Cookie Age 90 Conversions 60 30 ✈ 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 Cookie Age in Days
  • 11. Travel Conversions by Cookie Age 90 Conversions 60 0 .0 $1 30 Average Bid Price ✈ 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 Cookie Age in Days
  • 12. Travel Conversions by Cookie Age Average Bid is Too Low 90 Conversions 60 0 .0 Average Bid is Too High $1 30 Average Bid Price ✈ 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 Cookie Age in Days
  • 13. Travel Conversions by Cookie Age 00 5. $1 90 90 2 .3 1 $1 60 Conversions 60 30 30 5 ✈ .5 2 $0 .3 $0 0 .2 $0 Optimal Bid Price 0 .0 $0 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 Cookie Age in Days
  • 14. Travel Conversions by Cookie Age First Days 90 Conversions 60 30 ✈ 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 Cookie Age in Days
  • 15. Day Conversions Winning Spend Revenue Conv. Rate Imps Bid $200 / Conv. ✈ 1st 37 $1.00 $100 $7,400 0.037% 100K 2nd 64 $1.00 $100 $12,800 0.064% 100K 3rd 33 $1.00 $100 $6,600 0.033% 100K 4th 46 $1.00 $100 $9,200 0.046% 100K 5th 20 $1.00 $100 $4,000 0.02% 100K 6th 23 $1.00 $100 $4,600 0.023% 100K 7th 11 $1.00 $100 $2,200 0.011% 100K 8th 19 $1.00 $100 $3,800 0.019% 100K 9th 22 $1.00 $100 $4,400 0.022% 100K 10th 13 $1.00 $100 $2,600 0.013% 100K 11th 11 $1.00 $100 $2,200 0.011% 100K Total 299 $1,100 $59,800 Efficiency 54:1 Ratio
  • 16. Day Conversions Winning Spend Revenue Conv. Rate Imps Bid $200 / Conv. ✈ 1st 37 $1.00 $100 $7,400 0.037% 100K 2nd 64 $1.00 $100 $12,800 0.064% 100K 3rd 33 $1.00 $100 $6,600 0.033% 100K 4th 46 $1.00 $100 $9,200 0.046% 100K 5th 20 $1.00 $100 $4,000 0.02% 100K 6th 23 $1.00 $100 $4,600 0.023% 100K 7th 11 $1.00 $100 $2,200 0.011% 100K 8th 19 $1.00 $100 $3,800 0.019% 100K 9th 22 $1.00 $100 $4,400 0.022% 100K 10th 13 $1.00 $100 $2,600 0.013% 100K 11th 11 $1.00 $100 $2,200 0.011% 100K Total 299 $1,100 $59,800 Efficiency 54:1 Ratio
  • 17. Day Conversions Winning Spend Revenue Conv. Rate Imps Bid $200 / Conv. ✈ 1st 37 $1.00 $100 $7,400 0.037% 100K 2nd 64 $1.00 $100 $12,800 0.064% 100K 3rd 33 $1.00 $100 $6,600 0.033% 100K 4th 46 $1.00 $100 $9,200 0.046% 100K 5th 20 $1.00 $100 $4,000 0.02% 100K 6th 23 $1.00 $100 $4,600 0.023% 100K 7th 11 $1.00 $100 $2,200 0.011% 100K 8th 19 $1.00 $100 $3,800 0.019% 100K 9th 22 $1.00 $100 $4,400 0.022% 100K 10th 13 $1.00 $100 $2,600 0.013% 100K 11th 11 $1.00 $100 $2,200 0.011% 100K Total 299 $1,100 $59,800 Efficiency 54:1 Ratio
  • 18. Day Conversions Winning Spend Revenue Conv. Rate Imps Bid $200 / Conv. ✈ 1st 37 $1.00 $100 $7,400 0.037% 100K 2nd 64 $1.00 $100 $12,800 0.064% 100K 3rd 33 $1.00 $100 $6,600 0.033% 100K 4th 46 $1.00 $100 $9,200 0.046% 100K 5th 20 $1.00 $100 $4,000 0.02% 100K 6th 23 $1.00 $100 $4,600 0.023% 100K 7th 11 $1.00 $100 $2,200 0.011% 100K 8th 19 $1.00 $100 $3,800 0.019% 100K 9th 22 $1.00 $100 $4,400 0.022% 100K 10th 13 $1.00 $100 $2,600 0.013% 100K 11th 11 $1.00 $100 $2,200 0.011% 100K Total 299 $1,100 $59,800 Efficiency 54:1 Ratio
  • 19. Day Conversions Winning Spend Revenue Conv. Rate Imps Bid $200 / Conv. ✈ 1st 37 $1.00 $100 $7,400 0.037% 100K 2nd 64 $1.00 $100 $12,800 0.064% 100K 3rd 33 $1.00 $100 $6,600 0.033% 100K 4th 46 $1.00 $100 $9,200 0.046% 100K 5th 20 $1.00 $100 $4,000 0.02% 100K 6th 23 $1.00 $100 $4,600 0.023% 100K 7th 11 $1.00 $100 $2,200 0.011% 100K 8th 19 $1.00 $100 $3,800 0.019% 100K 9th 22 $1.00 $100 $4,400 0.022% 100K 10th 13 $1.00 $100 $2,600 0.013% 100K 11th 11 $1.00 $100 $2,200 0.011% 100K Total 299 $1,100 $59,800 Efficiency 54:1 Ratio
  • 20. Day Conversions Winning Spend Revenue Conv. Rate Imps Bid $200 / Conv. ✈ 1st 37 $0.58 $100 $7,400 0.037% 100K 2nd 64 $1.50 $100 $12,800 0.064% 100K 3rd 33 $1.00 $100 $6,600 0.033% 100K 4th 46 $1.25 $100 $9,200 0.046% 100K 5th 20 $0.50 $100 $4,000 0.02% 100K 6th 23 $0.55 $100 $4,600 0.023% 100K 7th 11 $0.17 $100 $2,200 0.011% 100K 8th 19 $0.45 $100 $3,800 0.019% 100K 9th 22 $0.15 $100 $4,400 0.022% 100K 10th 13 $0.55 $100 $2,600 0.013% 100K 11th 11 $0.10 $100 $2,200 0.011% 100K Total 299 $1,100 $59,800 Efficiency 54:1 Ratio
  • 21. Day Conversions Winning Spend Revenue Conv. Rate Imps Bid $200 / Conv. ✈ 1st 23 $0.58 $36 $4,625 0.037% 100K 2nd 150 $1.50 $352 $30,080 0.064% 100K 3rd 33 $1.00 $100 $6,600 0.033% 100K 4th 74 $1.25 $200 $14,720 0.046% 100K 5th 14 $0.50 $35 $2,800 0.02% 100K 6th 15 $0.55 $37 $3,105 0.023% 100K 7th 6 $0.17 $9 $1,254 0.011% 100K 8th 13 $0.45 $30 $2,565 0.019% 100K 9th 12 $0.15 $7 $2,310 0.022% 100K 10th 9 $0.55 $39 $1,885 0.013% 100K 11th 6 $0.10 $5 $1,100 0.011% 100K Total 355 $853.68 $71,044 Efficiency 83:1 Ratio
  • 22. Bidding on the Real Time Bidding Average Based on cookie age Conversions 299 355 Spend $1,100 $853.68 Revenue $59,800 $71,044 Efficiency Ratio 54:1 83:1
  • 23. Bidding on the Real Time Bidding Average Based on cookie age Conversions 299 355 Spend $1,100 $853.68 Revenue $59,800 $71,044 Efficiency Ratio 54:1 83:1
  • 24. Dynamic Creative Real Time Bidding CheapestFlights.com eMail Reader CheapestFlights eMail Reader Best Deals from SFO Cheapest Flights Best Deals from SFO SFO-ORD SFO-ORD SFO-JFK SFO-MIA $140 $140 $250 $290 Book Now SFO-LHR SFO-IAD SFO-NRT $750 $360 $660
  • 25. Dynamic Creative Real Time Bidding CheapestFlights.com eMail Reader CheapestFlights eMail Reader Best Deals from SFO Cheapest Flights Best Deals from SFO SFO-ORD SFO-ORD SFO-JFK SFO-MIA $140 $140 $250 $290 Book Now SFO-LHR SFO-IAD SFO-NRT $750 $360 $660 0 .4 $0
  • 26. Dynamic Creative Real Time Bidding Efficiency & Performance CheapestFlights.com eMail Reader CheapestFlights eMail Reader Best Deals from SFO Cheapest Flights Best Deals from SFO SFO-ORD SFO-ORD SFO-JFK SFO-MIA $140 $140 $250 $290 Book Now SFO-LHR SFO-IAD SFO-NRT $750 $360 $660 0 .4 $0
  • 27. www.dapper.net/insights

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