In the programmatic world, data can be powerful, but only when it’s used responsibly. Recently, some publishers have received alarming outreach claiming that their monetization setup is underperforming due to a lack of bids from demand partners. These claims often come backed by screenshots from tools like Publift’s AdWizard, suggesting that SSPs are “blocking” impressions or that key buyers aren’t showing up. Let’s set the record straight.
Low Bid Density Is Normal and Expected
One big misconception in programmatic advertising is the idea that every impression should receive bids from all potential buyers. In reality, the ecosystem doesn’t work that way. Bid density, which refers to the number of bids per impression, is typically quite low. Industry data shows that fewer than 10% of available DSP seats will bid on a given impression. In some cases, it’s as low as 1 to 3%.
Here’s why:
- Targeting filters play a major role
- DSPs apply strict criteria around geography, audience segments, context, and brand safety. If an impression doesn’t match these parameters, it gets passed over.
- Pre-bid decision-making is common
- Many DSPs use algorithms to determine whether an impression is worth bidding on before it even enters an auction.
- Buyers focus on performance
- Most aren’t trying to bid on every impression. They prioritize return on investment over sheer volume.
- Most aren’t trying to bid on every impression. They prioritize return on investment over sheer volume.
Don’t Fall for the Fear Tactics
When tools like AdWizard show “no bids,” the data is often taken out of context. These tools can’t capture the full nuance of demand flow or DSP logic. A “no bid” result doesn’t mean something is broken. It simply means that buyers opted out of bidding on that impression, which is a completely normal occurrence in a targeted, performance-driven programmatic environment.
Unfortunately, some organizations are using this data as a scare tactic. But misleading outreach isn’t a real strategy for growth. It only adds confusion.
At Freestar, We Focus on Quality Over Quantity
Our goal isn’t to push for more bids on every impression. It’s to maximize the value of the bids that matter most. That means:
- Partnering with the right demand sources
- Maintaining clean and direct supply paths
- Using smart, purpose-built technology to optimize auction outcomes
We understand that success in programmatic monetization doesn’t come from activity alone. It comes from precision, efficiency, and value.
Let’s Keep It Real
If someone sends you screenshots pointing to “no bids,” don’t panic. Ask questions. Look at the broader picture. And remember that a well-optimized ad stack isn’t about filling every ad request. It’s about making the most of the ones that count to maximize revenue per session.
Want to better understand your setup or dig into your bid density?
Contact our team for a clear, honest conversation.
