SmartSwitch Overview

SmartSwitch optimises a Buyer‘s BidStream by analyzing bid request parameters such as Country, Device, Native, and others. Using these parameters and overlaying the data on impressions that were won/bid on, SmartSwitch is able to detect a Buyer‘s specific buying pattern and optimise the type of bidstream traffic it receives. For more information on the parameters used, see the BidSwitch Buyer Protocol v5.3 section.

SmartSwitch also uses u-Predict models to estimate the probability of a bid request sent to a Buyer receiving a winning bid. To learn more, see the u-Predict site.

By combining the traffic that matches both criteria: desired traffic with higher win probability, a Buyer receives a much higher quality of traffic as defined by their own buying preferences.

SmartSwitch Traffic

SmartSwitch sends the traffic that is most valuable to a Buyer, and that can be broken down into the following groups.

  • High Quality: Traffic that the Buyer bids on and wins most often.
  • Low Quality: Traffic that the Buyer does not consider well priced, and for which it has a low win rate. A segment of traffic that is considered low quality is sent to verify SmartSwitch assumptions.

SmartSwitch and QPS

Listening to the the full BidSwitch bidstream would overwhelm most Buyers and result in overloading a Buyer‘s servers. As well as incurring increased costs just to be able to listen to more traffic, without SmartSwitch Buyers would also listen to a lot more random traffic thus reducing the quality.

The goal of SmartSwitch is to ensure that the best bids reach a Buyer within its QPS settings. For more information about QPS, see the QPS Overview section. Use the following table and charts to understand the benefits of SmartSwitch.

SmartSwitch Buyer Benefits

SmartSwitch Features and Benefits
SmartSwitch Disabled SmartSwitch Enabled
Random inventory is sent to the Buyer based on a subset of the total bidstream Optimised inventory is sent to the Buyer, which closely aligns with their buying pattern
Lower relative levels of desired inventory available to the Buyer versus the amount of traffic listened to Increased levels of desired inventory sent to the Buyer within their listening capacity
Lower bid/win ratio due to inventory not matching the Buyer’s bidding parameters as closely as possible Higher bid/win ratio because traffic matches the Buyer‘s bidding strategy
Lower Buyer ROI on servers and other infrastructure costs Better ROI due to increased efficiency of infrastructure usage
  Machine learning quickly responds to any changes in a Buyer‘s buying pattern, and realigns bids sent to match the Buyers wishes
  Any new inventory will be immediately routed to a Buyer if considered optimal

SmartSwitch BidStream Optimisation

Smart Switching

SmartSwitch Supplier Benefits

  • Routes traffic to Buyers most interested in the inventory type you’re selling.
  • Increases the amount of interested Buyers potentially bidding on each impression, and with an increased number of bidders, theoretically a higher clearing price.
  • Screens all Bid Requests and returns a No Bid Reason should some traffic be flagged as potentially fraudulent, enabling Suppliers to clean up their network of possible bad actors, see the Supplier No Bid Reason and Anomaly Detection sections for more details.

QPS Overview

QPS (Queries Per second) in BidSwitch refers to the maximum absolute limit placed on traffic received from a Supplier or sent to a Buyer per data centre.

Note

The QPS settings do not set the actual amount of traffic that BidSwitch sends to a Buyer. It is the maximum traffic that a Buyer could receive, and BidSwitch will not send more than the maximum QPS value.

Traffic Composition

Buyers receive two types of traffic from BidSwitch: biddable traffic and learning traffic.

The learning traffic is sent to detect changes in the Buyer‘s buying preferences. If a Buyer starts buying more from a specific traffic segment, then BidSwitch sends more traffic from that segment. This also works vice-versa, if a Buyer stops buying from a particular traffic segment, BidSwitch sends less traffic of that type. For more detailed information about traffic types, see the SmartSwitch Overview section.

Influencing Traffic Volumes
The real influence on traffic volumes sent to a Buyer is the amount and type of traffic that the Buyer buys. The more traffic that a Buyer buys in a particular segment, the more of that traffic will be sent to focus bidding on what is desired, see the SmartSwitch Overview section for more information.

Important

It is highly recommended that you set the maximum QPS value in accordance with the real capacity of your servers. Otherwise, if you start buying in large volumes, BidSwitch will start sending the maximum amount of QPS which could overload your servers.

Further Reading
You can find a number of case studies and FAQs about SmartSwitch in the SmartSwitch PDFs section.