1. Dapper Insights Study
How Bidding Based on
00
5.
$1
Cookie Age Drives
90
90
Efficency
2
1.3
$1
60
60
30
30
5
.5
2
$0
.3
$0
0
.2
$0
0 Optimal Bid Price
.0
$0
0
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45
✈ Conversions / Cookie Age

2. CheapestFlights.com eMail Reader
CheapestFlights eMail Reader
Best Deals from SFO
CheapestFlights
Great Flights at
20% Off!
SFO-ORD SFO-JFK SFO-MIA
Book Now
$140 $250 $290
SFO-LHR SFO-IAD SFO-NRT
$750 $360 $660

3. CheapestFlights.com eMail Reader
CheapestFlights eMail Reader
Best Deals from SFO
Cheapest Flights
Best Deals from SFO
SFO-ORD
SFO-ORD SFO-JFK SFO-MIA $140
Book Now
$140 $250 $290
SFO-LHR SFO-IAD SFO-NRT
$750 $360 $660

4. CheapestFlights.com eMail Reader
CheapestFlights eMail Reader
Best Deals from SFO
Cheapest Flights
Best Deals from SFO
SFO-JFK
SFO-ORD SFO-JFK SFO-MIA $250
Book Now
$140 $250 $290
SFO-LHR SFO-IAD SFO-NRT
$750 $360 $660

5. CheapestFlights.com eMail Reader
CheapestFlights eMail Reader
Best Deals from SFO
Cheapest Flights
Best Deals from SFO
SFO-MIA
SFO-ORD SFO-JFK SFO-MIA $290
Book Now
$140 $250 $290
SFO-LHR SFO-IAD SFO-NRT
$750 $360 $660

6. CheapestFlights.com eMail Reader
CheapestFlights eMail Reader
Best Deals from SFO
Cheapest Flights
Best Deals from SFO
SFO-LHR
SFO-ORD SFO-JFK SFO-MIA $750
Book Now
$140 $250 $290
SFO-LHR SFO-IAD SFO-NRT
$750 $360 $660

7. CheapestFlights.com eMail Reader
CheapestFlights eMail Reader
Best Deals from SFO
Cheapest Flights
Best Deals from SFO
SFO-IAD
SFO-ORD SFO-JFK SFO-MIA $360
Book Now
$140 $250 $290
SFO-LHR SFO-IAD SFO-NRT
$750 $360 $660

8. CheapestFlights.com eMail Reader
CheapestFlights eMail Reader
Best Deals from SFO
Cheapest Flights
Best Deals from SFO
SFO-NRT
SFO-ORD SFO-JFK SFO-MIA $660
Book Now
$140 $250 $290
SFO-LHR SFO-IAD SFO-NRT
$750 $360 $660

9. eMail Reader eMail Reader
eMail Reader
eMail Reader eMail Reader
eMail Reader
Cheapest Flights Cheapest Flights
Cheapest Flights Best Deals from SFO Best Deals from SFO
Best Deals from SFO
SFO-NRT SFO-NRT
SFO-NRT $590 $920
$660 Book Now Book Now
Book Now
0
0
0
.6
.6
.6
$0
$0
$0
Day 1 Day 4 Day 11

10. Travel Conversions by Cookie Age
90
Conversions
60
30
✈
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45
Cookie Age in Days

11. Travel Conversions by Cookie Age
90
Conversions
60
0
.0
$1
30 Average Bid Price
✈
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45
Cookie Age in Days

12. Travel Conversions by Cookie Age
Average Bid is Too Low
90
Conversions
60
0
.0
$1
30 Average Bid is Too High Average Bid Price
✈
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45
Cookie Age in Days

13. Travel Conversions by Cookie Age
00
5.
$1
90
90
2
.3
1
$1
60
Conversions
60
30
30
5
✈
.5
2
$0
.3
$0
0
.2
$0
Optimal Bid Price
0
.0
$0
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45
Cookie Age in Days

14. Travel Conversions by Cookie Age
First Days
90
Conversions
60
30
✈
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45
Cookie Age in Days

15. Day Conversions Winning Spend Revenue Conv. Rate Imps
Bid $200 / Conv.
✈
1st 37 $1.00 $100 $7,400 0.037% 100K
2nd 64 $1.00 $100 $12,800 0.064% 100K
3rd 33 $1.00 $100 $6,600 0.033% 100K
4th 46 $1.00 $100 $9,200 0.046% 100K
5th 20 $1.00 $100 $4,000 0.02% 100K
6th 23 $1.00 $100 $4,600 0.023% 100K
7th 11 $1.00 $100 $2,200 0.011% 100K
8th 19 $1.00 $100 $3,800 0.019% 100K
9th 22 $1.00 $100 $4,400 0.022% 100K
10th 13 $1.00 $100 $2,600 0.013% 100K
11th 11 $1.00 $100 $2,200 0.011% 100K
Total 299 $1,100 $59,800
Efficiency 54:1
Ratio

16. Day Conversions Winning Spend Revenue Conv. Rate Imps
Bid $200 / Conv.
✈
1st 37 $1.00 $100 $7,400 0.037% 100K
2nd 64 $1.00 $100 $12,800 0.064% 100K
3rd 33 $1.00 $100 $6,600 0.033% 100K
4th 46 $1.00 $100 $9,200 0.046% 100K
5th 20 $1.00 $100 $4,000 0.02% 100K
6th 23 $1.00 $100 $4,600 0.023% 100K
7th 11 $1.00 $100 $2,200 0.011% 100K
8th 19 $1.00 $100 $3,800 0.019% 100K
9th 22 $1.00 $100 $4,400 0.022% 100K
10th 13 $1.00 $100 $2,600 0.013% 100K
11th 11 $1.00 $100 $2,200 0.011% 100K
Total 299 $1,100 $59,800
Efficiency 54:1
Ratio

17. Day Conversions Winning Spend Revenue Conv. Rate Imps
Bid $200 / Conv.
✈
1st 37 $1.00 $100 $7,400 0.037% 100K
2nd 64 $1.00 $100 $12,800 0.064% 100K
3rd 33 $1.00 $100 $6,600 0.033% 100K
4th 46 $1.00 $100 $9,200 0.046% 100K
5th 20 $1.00 $100 $4,000 0.02% 100K
6th 23 $1.00 $100 $4,600 0.023% 100K
7th 11 $1.00 $100 $2,200 0.011% 100K
8th 19 $1.00 $100 $3,800 0.019% 100K
9th 22 $1.00 $100 $4,400 0.022% 100K
10th 13 $1.00 $100 $2,600 0.013% 100K
11th 11 $1.00 $100 $2,200 0.011% 100K
Total 299 $1,100 $59,800
Efficiency 54:1
Ratio

18. Day Conversions Winning Spend Revenue Conv. Rate Imps
Bid $200 / Conv.
✈
1st 37 $1.00 $100 $7,400 0.037% 100K
2nd 64 $1.00 $100 $12,800 0.064% 100K
3rd 33 $1.00 $100 $6,600 0.033% 100K
4th 46 $1.00 $100 $9,200 0.046% 100K
5th 20 $1.00 $100 $4,000 0.02% 100K
6th 23 $1.00 $100 $4,600 0.023% 100K
7th 11 $1.00 $100 $2,200 0.011% 100K
8th 19 $1.00 $100 $3,800 0.019% 100K
9th 22 $1.00 $100 $4,400 0.022% 100K
10th 13 $1.00 $100 $2,600 0.013% 100K
11th 11 $1.00 $100 $2,200 0.011% 100K
Total 299 $1,100 $59,800
Efficiency 54:1
Ratio

19. Day Conversions Winning Spend Revenue Conv. Rate Imps
Bid $200 / Conv.
✈
1st 37 $1.00 $100 $7,400 0.037% 100K
2nd 64 $1.00 $100 $12,800 0.064% 100K
3rd 33 $1.00 $100 $6,600 0.033% 100K
4th 46 $1.00 $100 $9,200 0.046% 100K
5th 20 $1.00 $100 $4,000 0.02% 100K
6th 23 $1.00 $100 $4,600 0.023% 100K
7th 11 $1.00 $100 $2,200 0.011% 100K
8th 19 $1.00 $100 $3,800 0.019% 100K
9th 22 $1.00 $100 $4,400 0.022% 100K
10th 13 $1.00 $100 $2,600 0.013% 100K
11th 11 $1.00 $100 $2,200 0.011% 100K
Total 299 $1,100 $59,800
Efficiency 54:1
Ratio

20. Day Conversions Winning Spend Revenue Conv. Rate Imps
Bid $200 / Conv.
✈
1st 37 $0.58 $100 $7,400 0.037% 100K
2nd 64 $1.50 $100 $12,800 0.064% 100K
3rd 33 $1.00 $100 $6,600 0.033% 100K
4th 46 $1.25 $100 $9,200 0.046% 100K
5th 20 $0.50 $100 $4,000 0.02% 100K
6th 23 $0.55 $100 $4,600 0.023% 100K
7th 11 $0.17 $100 $2,200 0.011% 100K
8th 19 $0.45 $100 $3,800 0.019% 100K
9th 22 $0.15 $100 $4,400 0.022% 100K
10th 13 $0.55 $100 $2,600 0.013% 100K
11th 11 $0.10 $100 $2,200 0.011% 100K
Total 299 $1,100 $59,800
Efficiency 54:1
Ratio

21. Day Conversions Winning Spend Revenue Conv. Rate Imps
Bid $200 / Conv.
✈
1st 23 $0.58 $36 $4,625 0.037% 100K
2nd 150 $1.50 $352 $30,080 0.064% 100K
3rd 33 $1.00 $100 $6,600 0.033% 100K
4th 74 $1.25 $200 $14,720 0.046% 100K
5th 14 $0.50 $35 $2,800 0.02% 100K
6th 15 $0.55 $37 $3,105 0.023% 100K
7th 6 $0.17 $9 $1,254 0.011% 100K
8th 13 $0.45 $30 $2,565 0.019% 100K
9th 12 $0.15 $7 $2,310 0.022% 100K
10th 9 $0.55 $39 $1,885 0.013% 100K
11th 6 $0.10 $5 $1,100 0.011% 100K
Total 355 $853.68 $71,044
Efficiency 83:1
Ratio

22. Bidding on the Real Time Bidding
Average Based on cookie age
Conversions 299 355
Spend $1,100 $853.68
Revenue $59,800 $71,044
Efficiency Ratio 54:1 83:1

23. Bidding on the Real Time Bidding
Average Based on cookie age
Conversions 299 355
Spend $1,100 $853.68
Revenue $59,800 $71,044
Efficiency Ratio 54:1 83:1

24. Dynamic Creative Real Time Bidding
CheapestFlights.com eMail Reader
CheapestFlights eMail Reader
Best Deals from SFO
Cheapest Flights
Best Deals from SFO
SFO-ORD
SFO-ORD SFO-JFK SFO-MIA $140
$140 $250 $290 Book Now
SFO-LHR SFO-IAD SFO-NRT
$750 $360 $660

25. Dynamic Creative Real Time Bidding
CheapestFlights.com eMail Reader
CheapestFlights eMail Reader
Best Deals from SFO
Cheapest Flights
Best Deals from SFO
SFO-ORD
SFO-ORD SFO-JFK SFO-MIA $140
$140 $250 $290 Book Now
SFO-LHR SFO-IAD SFO-NRT
$750 $360 $660
0
.4
$0

26. Dynamic Creative Real Time Bidding Efficiency &
Performance
CheapestFlights.com eMail Reader
CheapestFlights eMail Reader
Best Deals from SFO
Cheapest Flights
Best Deals from SFO
SFO-ORD
SFO-ORD SFO-JFK SFO-MIA $140
$140 $250 $290 Book Now
SFO-LHR SFO-IAD SFO-NRT
$750 $360 $660
0
.4
$0

27. www.dapper.net/insights