In a Prebid HB setup, IX, one of our publisher’s bidders had a very low bid rate on the infinite scroll format.
When checking IX’s reporting, our customer notices that its revenues are very low in comparison with the other bidders in his ad stack.
He concludes that IX is not the best match for his inventory and that he should consider disconnecting it.
How did we spot it ?
When checking IX’s bid rate, we found out that it had a very good bid rate (≅50%), except for the infinite scroll MPU which had a very low bid rate in comparison (≅3%).
Which is a very odd behaviour, given the fact that IX has considerable demand for a part of the inventory and almost none for another part. We have two very different behaviours for the same audience, same website, same inventory but not the same ad slots.
Now that we have isolated the root cause of the problem with Pubstack, we know that this comes from an integration-related issue and is not due to IX’s performance.
After investigating with the publisher, it turned out that there was a problem with the prebid version that needed to be updated.