If the demand partners don’t support waterfall, you can still optimize programmatic competition between them by using other strategies. Here are some alternative strategies you can consider:
Header bidding: Header bidding is a programmatic advertising technique that allows multiple demand partners to bid on the same ad impression at the same time. With header bidding, you can allow both of your demand partners to compete for the same inventory, and the winner will be the partner with the highest bid.
Floor prices: You can set up floor prices for each of your demand partners to ensure that you are getting the best possible price for your inventory. By setting a floor price for each partner, you can ensure that you are not underselling your inventory and can still generate revenue even if one partner is unable to fill an impression.
A/B testing: You can also run A/B tests to determine which demand partner performs best for your inventory. This involves splitting your inventory between the two partners and comparing metrics such as fill rate, CPM, and revenue. Based on the results of the test, you can adjust your programmatic competition strategy to optimize performance.
Ad network mediation: Another option is to use an ad network mediation platform that allows you to work with multiple demand partners at the same time. These platforms typically use a hybrid auction model that combines elements of waterfall and header bidding, allowing you to optimize programmatic competition between multiple partners.
Overall, there are several strategies you can use to optimize programmatic competition between demand partners that don’t support waterfall. By experimenting with different approaches and monitoring performance, you can find the strategy that works best for your inventory and maximize your revenue from programmatic advertising.