Win rate

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In advertising, win rate is a percentage metric in programmatic media marketing
that measures the number of impressions won over the number of impressions bid.[1]
Win rates are used to gauge competition in programmatic buys in a second-payer
Vickrey auction. High win rates indicate either low competition, aggressive bids in
comparison to competitors, or selective inventory.[2][3]

Impacting Win Rates

Win rates can vary based on Demand-side platform, as each can generate different
numbers in the numerator and the denominator based on how many queries per second
the technology can handle and filters out before the auction.

To increase win rate:

Increase bids to win more impressions and increase the numerator

Bid in fewer auctions to decrease denominator
Use a pre-bid solution to be more selective in impressions that are bid on
Blacklisting or whitelisting select inventory can decrease the denominator
Reducing frequency caps would cause fewer of bids on the number of impressions seen
and reduce the denominator
Increasing the numerator will increase Win Rate = Number of Impressions Won/Number
of Impressions Bid

References
http://www.centro.net/sites/default/files/CentroProgrammaticGlossary.pdf
"What Is Win Rate, and Why Does It Matter?". adotas.com.
"Traffic Masters". Tuesday, 25 December 2018
Categories: Auction theoryOnline advertising