An auction that ranks bids by expected value.
Every impression is priced on evidence, not vibes: the bid multiplied by the calibrated probability of the outcome it was bought for. First-price mechanics, transparent floors, delivery that respects the goal.
Built on foundations the biggest platforms already proved.
Expected value, not sticker price
Auction ranks each bid by its price multiplied by the calibrated probability of a click or conversion. A loud bid with a weak likelihood of doing anything loses to a disciplined one.
First-price, shaded honestly
Pricing is first-price, with bid shading so buyers do not overpay their own enthusiasm, and reserve prices per placement so publishers never sell below value. The same mechanics behind the world's largest ad platform.
Goal-based budget pacing
Campaigns pace toward the goal: spend is smoothed across the flight, delivery is judged against the target, and the auction throttles itself when the goal is best served by waiting.
Experiments over anecdotes
Ongoing holdout experiments measure real incrementality. Rankings and floors are recalibrated on what the experiments say, not on what the loudest dashboard claims.
From request to revenue in milliseconds.
Placement calls
The JS tag or Prebid fires, or the player requests a VAST tag. OpenRTB 2.6 objects carry device, geo and content. Timeouts are contractual, not aspirational.
Curated demand bids
Top DSP seats, AdX via MCM, selected SSP pathways and direct campaigns respond inside the window. Each bid is scored: price times calibrated likelihood of the outcome.
Highest EV renders
The winning creative renders on page or is stitched into the stream. The impression posts to both parties' consoles within ten minutes, same event, same number.
| BIDDER | BID | P(CLICK), CALIBRATED | EXPECTED VALUE | RESULT |
|---|---|---|---|---|
| seat-k2 | $3.10 | 1.4% | $0.043 | loses, expensive click probability |
| seat-d3 | $2.40 | 3.1% | $0.074 | wins at $2.33 after shading, above the $1.20 floor |
| seat-a7 | $2.85 | 2.0% | $0.057 | second by expected value |
WORKED EXAMPLE, 300X250 PLACEMENT. THE HIGHEST NOMINAL BID DOES NOT WIN; THE HIGHEST EXPECTED VALUE DOES.
Standard parts, assembled carefully.
Floors with a memory
Reserve prices are set per placement from observed clearing prices and revisited as seasons shift, not set once and forgotten.
Shading that protects both sides
Buyers pay closer to true value, publishers keep clears above floors, and the spread between them funds neither arbitrage nor mystery.
Reporting both parties trust
Publisher and buyer consoles read the same event stream. When both sides see the same ten-minute numbers, disputes run out of material.
Put a real auction under your inventory.
Curated demand, honest pricing, evidence-based calibration. The unglamorous kind of programmatic that actually pays.