[whimsicalism]

If you are bidding on a pay per click basis, typically your bid will be adjusted to expected revenue based on the probability someone actually clicks on your ad. For CPM ads this probably doesn't apply.

This is not for open web exchanges, referring more to stuff like adwords, facebook, etc.

[soared]

Ah shoot that makes sense I was so confused. I was thinking for programmatic the ssp was reducing a bid based on whether they expected the advertiser to actually pay haha

[whimsicalism]

i phrased it poorly