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Max CPM – a standard scheme of work on RTB (second price auction).

An advertiser specifies the maximum rate, and the auction will be won by the previous bid +1 (kopeck or a cent). In other words, an advertiser specifies the maximum value of CPM, which he is willing to spend on this campaign and gets traffic at a cost that is lower than the set value. 

This strategy should be used to maximize the amount of traffic and when using data segments. 

CPC optimization and predict activates when selecting the “Target_CPC” campaign strategy. CPC predict algorithms analyze pairs of parameters (e.g.: browser / creative, domain / creative, etc.) and calculate the probability of clicks in certain pairs. 

These algorithms are based on the accumulated statistics. 

Statistics is used for all campaigns of an advertiser. If the first campaign launched by an advertiser is a Target_CPC, the system will take over the raw data statistics of advertisers of similar subjects, until the system reaches enough statistics. 

This strategy is better to use only in campaigns targeted on the entire network or domains. When working with the segments, it may not work correctly, because 3rd-party segments limit the work of our prediction algorithms from the outside.