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Waterfall

A waterfall is a strategically ordered set of instances designed to secure the best possible price, essentially representing tour monetization strategy for a specific segment.

Access it within an application. In the list view, you'll find all the active waterfalls for the application, along with their details and key metrics.

Edit waterfalls

In the list view, you will see all the waterfalls in use for the application, their information and key metrics.

The search bar at the top allows you to search by name or segments, and filter by implementation type and ad type. The three-dot menu offers options to activate, deactivate, delete, and clone waterfalls. Additionally, the arrow button provides additional information like platform, price floor, instances, and segments.

Waterfall default​

The waterfall default, positioned at the end of the list, serves as a safety measure to capture traffic from a cohort of users who may not have been captured by a previously defined waterfall. It ensures ad delivery by providing a fallback option, complementing the other waterfalls in the placement.

Creating a waterfall​

Click the "NEW WATERFALL" button in the top right corner and provide details:

Create Waterfall

  1. Set a price floor, which is the minimum offer for an ad space. Note that this feature is optional and is not commonly utilized at the waterfall level.

  2. Select a specific [[02-08-segments]]. Similarly to the previous point, this feature is optional.

Create Waterfalls2

  1. On the other hand, manual waterfalls allow you to select from existing instances. In this case, you can enable the optimization feature to include other calls that might mean an increase in revenue.

  2. To finish the setting up of a manual waterfall you must explicitly select the instances that have compatible configurations from all the available instances.

Editing waterfalls​

Click on a waterfall to edit it. View basic information, placements, and performance metrics. The instances section shows bidding and non-bidding instances, allowing you to search, add, remove, enable, or disable them.

Edit Waterfall

For non-bidding instances with optimization enabled, it's important to identify their instance type, which categorizes them as either skippable, fixed, or formant:

  • Skippable: These instances can be skipped when the probability of buying an ad opportunity is low.
  • Fixed: Instances of this type will be included regardless.
  • Dormant: By default, these instances are skipped, but they can be included if the chances of buying are higher.

Calls follow a priority order first and then prioritize on eCPM (effective cost per mile).

Edit waterfall

At the bottom of this page, you will see a block that shows the estimated revenue and impressions created by optimization.