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What is the Best Effort Principle?

The software is following the best effort principle, i. e. it tries to reach the click volume as good as possible with the previously agreed target CPC while optimizing on quality measures.

Depending on:

● target CPC,
● the market situation (e.g. competition),
● target click volume,
● target audiences,
● the banner design / attractiveness of the offer,
● other targeting options,

the number of clicks can be far below the click volume goal. You can reach volume goals with higher probability if the CPC is being increased. In case that Adspert Programmatic Display is not able to deliver the overall click volume within the campaign runtime the customer has the option to either just pay the delivered clicks or prolong the campaign runtime until the volume has been delivered.

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