Are cost model and revenue model half-life settings used for display and social bid units?

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15-10-2015

Are cost model and revenue model half-life settings used for display and social bid units?

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15-10-2015

Currently, regardless of the half-life settings, the models for display bid units give the most importance to recent days because of the volatile nature of the display markets.
 
For search and social bid units, however, the half-life settings for the portfolio have a significant effect on predicted performance.

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