152 Media Lab – BidLift: Initial Results & Product Updates

Key Product Improvements

• Significant reduction in bid throttling activity, resulting in more competitive CPMs and auction win rates
• Increased supply chain fix across publishers, improving transparency and demand trust
• Filtering of up to 85% of low-quality or non-biddable requests, optimizing infrastructure and demand efficiency

Product Development Roadmap

• Exploration of server-side demand integrations to enable Supply Path Optimization (SPO) in in-app environments
• Reduction of supply chain hops through more direct demand connections
• Introduction of bid enrichment capabilities, enhancing request quality and alignment with specific buyers
• Transition toward a hybrid architecture (server-side + client-side) for BidLift in upcoming releases

Market Insights (LATAM Performance)

Key Findings

• Strong correlation between reduced supply chain size and improved monetization performance
• Increasing importance of user-level data and signal enrichment for demand activation
• Click events play a critical role in buyer decision-making
  

Regional Performance Overview

Premium markets continue to lead LATAM performance:

• Colombia and Mexico significantly outperform the regional average, achieving ~1.8x higher CPMs
• Peru and Argentina also exceed the LATAM average, with consistent monetization 
• Mid- and lower-tier markets show opportunity for optimization through improved supply paths and data quality

Table 1: LATAM CPM performance by country

Country	CPM vs LATAM Avg (%)
Colombia	179.53%
Mexico	179.53%
Peru	113.39%
Argentina	113.39%
Ecuador	103.94%
Brazil	53.54%
Uruguay	28.35%
Chile	28.35%