Step 3 of 6 · Cascades
Route each lead to the right buyer
A cascade is your ping tree: an ordered list of buyers. Each lead is offered to the first buyer, and if they pass or are full, it drops to the next.
What you can do
Cascades, in plain words.
- Offer each lead to buyers one after another, in your order
- Or split leads between buyers by percentage
- Decide what happens when every buyer has passed
In detail
What is a cascade, or ping tree?
A cascade is an ordered list of buyers. Each lead is offered to the first buyer. If that buyer passes, is full, or the lead does not match their filters, it drops to the next one, and so on down the list. Many people call this a ping tree or a waterfall.
Putting your best-paying buyer first gives every lead the best chance to earn the most. Having a second and third buyer behind them means a no is not the end of the lead.
- 1
Add your buyers
Choose the buyers that can receive this offer's leads.
- 2
Set the order
Put them in the order you want them tried.
- 3
Add limits
Use caps so a buyer never gets more than you agreed.
- 4
Decide the fallback
Choose what happens when every buyer has passed.
Inside the product
This is the Cascades screen.
You decide
What you control in Cascades.
- Which buyers are in the cascade
- The order they are tried in
- Percentage splits between buyers
- What happens when every buyer has passed
- Which unsold leads are kept to offer again
- Each buyer's acceptance rules: duplicates, daily limits and risk limits
- When each buyer takes traffic
- What visitors see when an offer is unavailable
Questions
Is a cascade the same as a ping tree?
Yes. Ping tree, waterfall and cascade all mean offering a lead to buyers one after another until one accepts. pingtype calls it a cascade.
Can I split leads instead of going in order?
Yes. You can split leads between buyers by percentage.
What if every buyer says no?
You choose what happens. Unsold leads are kept, so you can offer them to buyers again later.
Can I run an auction instead?
Yes. Ping/post bidding lets buyers bid on each lead. OpenRTB is coming soon.
Can each buyer set their own limits?
Yes. Each buyer offer has acceptance rules: whether the buyer takes duplicates, the most they will buy in a day, limits on medium-risk and high-risk leads, limits on sources with a high void rate, and rules and whitelists of publishers.
Can a buyer only take certain hours?
Yes. Each buyer offer has active times, so leads only go to the buyer when they are taking traffic.
What do visitors see when nobody can take the lead?
You can set a page for each case: the offer is closed, a cap is reached, no buyer is available, or the country is not accepted.
Works with
Cascades is one step of six.
The other five steps