Another hidden cost most marketers don't know about is the discrepancy between bids won and ads served. Marketers who pay for bids won, may only be getting a fraction of the value because the ads served is far less than bids won. Marketers should always measure ads served and rendered and pay only for that.

1. March 2019 / Page 0marketing.scienceconsulting group, inc.
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Bids Won vs Ads Served
Hidden cost: marketers pay for bids won; ads served is
less, sometimes by a lot, than what they paid for
Campaign 1
• For every bid won, there should be an ad
served – a 1:1 relationship
• Comparing DSP data vs ad server data
shows that for certain domains the
discrepancy is large
• Marketers pay on bids won; the discrepancy
is the hidden cost of ads not being served
Low CPM
Campaign 2