What are Bidder Analytics ?

Note: Data in this tab is available for a rolling window of the past 3 days.

1. Bid Requests and Bid Rates

This section helps you understand the volume and quality of the traffic you are sending to your partners :

Bid Requests: The total number of times a specific bidder is called to participate in an auction.

Bid Rate: The percentage of those requests that actually receive at least one bid back from the SSP.

Interpretation: A high bid rate across all SSPs suggests strong demand coverage. Conversely, a low bid rate may indicate technical integration issues or that an SSP is not interested in certain ad formats or environments.

2. Bid Value and Bid Time (Latency)

Efficiency is just as important as revenue. This section evaluates how "responsive" your partners are :

Gross Bid Value: The average bid price received from an SSP before any filtering or floors are applied.

Bid Time (ms): The average time (in milliseconds) it takes for an SSP to respond to a request.

The Golden Rule: A high bid value paired with a low bid time suggests a highly efficient and competitive SSP. If bid times increase while value stays flat, the resulting latency might cause you to lose out on auctions entirely.

3. Performance & Win Rate Distribution

This visual breakdown shows how demand translates into actual revenue.

Revenue per Bidder: The share of your total revenue attributed to each specific partner.

Win Rate: The percentage of bids that ultimately "win" and serve an impression (Impressions / Bids).

Actionable Insight: Use this to spot "inefficient" bidders—those that bid frequently but have a very low win rate. This often suggests their bids are not competitive enough or are being blocked by your price floors.

4. Traffic Distribution by Browser

Understanding "where" your requests are going is vital for troubleshooting.

Browser Insights: You can see your request distribution across Chrome, Safari, Firefox, and more.

Safari Optimization: This is particularly useful for detecting Safari-specific performance gaps, which often require different optimization strategies due to tracking limitations.

5. Mastering the Bidder Table View

The table at the bottom of the page consolidates all metrics into a single multidimensional view. You can use the Breakdown dropdown to view data by:

Site / Publisher ID

Country

Device Category (Mobile vs. Desktop) Ad Slot (Which placement performs best for which bidder?)

To learn more about how Bidder Analytics can optimize revenue, click here.

What are Bidder Analytics ?

Bidder Analytics is a powerful tab available in the Ad Manager Hub dashboard. It provides granular, real-time insights into how your demand partners (SSPs) behave and perform within your ad stack.

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