How does it work?
DFL can be seamlessly integrated into your ad stack - by simply enabling the feature within the AdX interface and designating price thresholds. You can significantly increase auction intensity for your most prized impressions. Meaning more revenue to you, the publisher.
Should I be using it?
- if you sell impressions to direct buyers
DFL gives you another revenue channel. The challenge with using DFL, is determining the correct pricing strategy to ensure you do not cannibalise your direct campaign revenue with with programmatic. Publift have employed sophisticated First Look strategies to increase publishers overall revenue, and to maintain publisher's direct revenue. See the case study for more on DFL .