Pinging an RTB Pass Through campaign lets you verify target revenue and conversion criteria before sending the bid response back to the publisher. The system calculates the bid according to the settings you configure on the campaign's Real Time Bidding tab in the Pass Through Settings section.
Previously if a target dropped a connected call after a few seconds, you could not reroute the call to another eligible target. With Revenue Recovery, rerouting a dropped call is possible, but by this point in the process, you have already sent a bid to the publisher and you can't change it. When you reroute the call to another target, you must still honor that bid even if the revenue and conversion criteria for the target you reroute to are different.
A couple settings give you options to try to protect your revenue when using Revenue Recovery with RTB Passthrough. You should configure these settings in an RTB Pass Through campaign once you enable Revenue Recovery:
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Min Bid Margin After Adjustments: The system considers the Min Bid Margin After Adjustments field, in the Pass Through Settings section of the campaign's Real Time Bidding tab, when determining whether a target is eligible to be rerouted to if the first target drops the call within the amount of time you set in the Connection Threshold to Reroute setting.
Note: If Min Bid Margin After Adjustments is empty it will default to zero.
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Min Call Duration for Payout: Revenue Recovery also considers the Min Call Duration for Payout setting to reroute a call. So the system checks whether the next available target has a duration equal to or less than the original target, or if the next target has an event that converts before the event sent to the publisher to generate payout. Therefore, the Min Call Duration for Payout setting is another factor, in addition to the Min Bid Margin After Adjustments setting, that the system uses to determine whether the next Target is eligible to receive the rerouted call.
Example
The bid amount is set up in the Pass Through Settings to reserve $10 for you. The Min Bid Margin After Adjustments value is $5 and the Min Call Duration for Payout field is set to Use Target Duration.-
Target A: Priority 1 generates revenue of $100 in 60 secs call length from connection
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Target B: Priority 2 generates revenue of $94 in Call Successfully Connected
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Target C: Priority 3 generates revenue of $95 in 120 secs call length from connection
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Target D: Priority 4 generates revenue of $98 in 30 secs call length from connection
The bid you sent to the publisher will be the revenue amount from Target A minus the $10 reserved for you: $100 - $10 = $90. However, Target A answers the call but drops it within the Connection Threshold to Reroute. To prevent losing the call, the system checks whether Target B, C, and D meet criteria to receive the rerouted call.
Since Min Bid Margin After Adjustment is set to $5, the minimum target bid accepted would be $95, and since Min Call Duration for Payout is set to Use Target Duration, the maximum event and duration accepted would be the Targets A conversion criteria: 60 seconds call length from connection. For that reason:
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Target B will be ineligible with a bid of only $94 (< $95)
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Target C will be ineligible with a duration of 120 secs (> 60secs)
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Target D will be eligible to be routed to with a bid of $98 (> $95) bid and 30 secs (< 60secs) call length from connection.
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Allow Bid at loss: If you enable Allow bids at Loss, all targets that that have a valid bid become eligible to reroute. No targets will be filtered out.
