Traffic management strategies for RTB blocks

Only the highest auction bids are selected for RTB blocks. To select a traffic management strategy, go to the list of blocks (Products → RTB blocks). Find a block in the list, click Edit, and go to the Strategy tab.

The Maximum income strategy is selected by default, and we also recommend this strategy for maximum filling of the ad space. Other strategies divide traffic between Yandex RTB and your advertising and enable manual auction sales control.

The Maximum income strategy uses all available traffic and does not require manual control. For each impression, the system sets an optimal CPM threshold. This allows the ad space to be filled efficiently and maximum profit to be generated for the ad platform owner.
With the Yandex traffic share strategy, you can auction off traffic that was not sold directly. To do this, specify the available percentage of impressions in the Traffic percentage field. These impressions will be sold via RTB at the most profitable price, while the main traffic remains reserved for the sales of your own ads.
The Minimum CPM threshold strategy helps set the starting price for RTB ads on the ad platform. If the auction bids are higher than this threshold, then banners from Yandex RTB will be displayed. If the bids are lower, then your ads — the code for which you provided in the appropriate field — are displayed. Specify the starting price for 1000 impressions in the Minimum CPM threshold field in rubles without VAT. The actual CPM and your revenue can be higher than the indicated threshold — you set the cost for ad platform entry, but you do not limit the maximum bids of the advertisers.
The Separate CPM strategy makes it possible to limit the amount of context ad and media ad impressions using individual CPM thresholds or block any types of advertising completely. If no blocks and no thresholds are set, it is assumed that the threshold is zero.

Note. If the CPM threshold is too high, you will have fewer chances to sell the traffic at a profit. If you do not provide the code for your ads, you should not specify the minimum CPM threshold; otherwise, it may reduce the number of impressions on the ad platform, and decrease your revenue as a result.

The code for your ads can be specified in the Code for your ads field on the Strategy tab, or in the RTB ad block code on the website. This will let you split traffic between Yandex RTB ads and third-party system ads, or insert a placeholder if the auction doesn't have any suitable offers for an ad to display.

Displaying your own ads in an RTB block with the Minimum CPM threshold strategy

The table below shows possible combinations of RTB block settings if the Minimum CPM threshold strategy is selected.


Your ad code	MinCPM	Block display
Set	Defined	If the threshold is reached, ads from Yandex RTB are displayed. If the threshold has not been reached, your ad is displayed. If your ad could not be displayed for some reason (due to an error in your ad code, Flash download error, etc.), an empty block is displayed on the page.
Set	Not defined	Ads from Yandex RTB are always displayed if a matching Yandex.Direct ad or an ad from other DSPs is found. If matching ads were not found, your ad is displayed. If your ad could not be displayed for some reason (due to an error in your ad code, Flash download error, etc.), an empty block is displayed on the page.
Not set	Defined	If the threshold is reached, ads from Yandex RTB are displayed. If the threshold is not reached, the RTB block is not displayed and does not take up space on the page. The impression is considered “unsold” and is not included in the statistics. We do not recommend setting a minimum CPM if you do not insert your own ad code. Otherwise this could lead to reduced impressions and, consequently, reduced revenue.
Not set	Not defined	Ads from Yandex RTB are always displayed if a matching Yandex.Direct ad or an ad from other DSPs is found. If the threshold is not reached, the RTB block is not displayed and does not take up space on the page. The impression is considered “unsold” and is not included in the statistics.


Your ad code	MinCPM	Block display
Set	Defined	If the threshold is reached, ads from Yandex RTB are displayed. If the threshold has not been reached, your ad is displayed. If your ad could not be displayed for some reason (due to an error in your ad code, Flash download error, etc.), an empty block is displayed on the page.
Set	Not defined	Ads from Yandex RTB are always displayed if a matching Yandex.Direct ad or an ad from other DSPs is found. If matching ads were not found, your ad is displayed. If your ad could not be displayed for some reason (due to an error in your ad code, Flash download error, etc.), an empty block is displayed on the page.
Not set	Defined	If the threshold is reached, ads from Yandex RTB are displayed. If the threshold is not reached, the RTB block is not displayed and does not take up space on the page. The impression is considered “unsold” and is not included in the statistics. We do not recommend setting a minimum CPM if you do not insert your own ad code. Otherwise this could lead to reduced impressions and, consequently, reduced revenue.
Not set	Not defined	Ads from Yandex RTB are always displayed if a matching Yandex.Direct ad or an ad from other DSPs is found. If the threshold is not reached, the RTB block is not displayed and does not take up space on the page. The impression is considered “unsold” and is not included in the statistics.

Our partners are given access to our statistical reports, in which data on RTB block impressions and impressions of your ads are presented separately.