Low eCPM via pass back tags for remnant inventory
we have floor based eCPM set up in our ad server for ad networks partners and when they cannot serve at that set eCPM price, a redirect to another ad network would serve but at a much lesser eCPM.
What is a common practice in the ad ops world to use pass back tags? and if you guys know a way around to not get low eCPM redirect besides lowering the eCPM floor...
We use DFP premium and those orders are set at type 12 and targeted to some specific ad units. We also use AdX (RTB) and its dynamic allocation. I would love some feedback of folks using AdX as well and if they feel that having deals with separate ad networks really increase the value of their remnant inventory eCPM