Setting your Bids
Bids are given by each bidder in EUR in the sense of a first price auction. For a click (CPC) or an impression (CPM), the bidder pays exactly the price he has made as his bid. Bids (CPC / CPM) can be set at campaign, ad group and channel level. Bidding on multiple levels always applies the lowest level.
If Billing per Click applies (Native Ads CPC), campaigns are ranked in eCPMi order. This is a value calculated from CTR (% CTR) and current bid (CPC). It's not necessarily the highest bidder in first place, but the campaign that has the best combination of clickthrough rate and price. In addition, there is some random rotation.
If Billing by Impression applies (Banners CPM), the campaigns by by price only. The highest bidder always wins the impression. In addition, there is some random rotation.
Note: Applied prices are in black. Not applied in grey italics.