Ad-Tech Glossary
Bid Modifier / Bid Adjustment
A bid modifier (or bid adjustment) raises or lowers your base bid by a set percentage for a specific condition, like a device type, geo, or time slot, without touching the overall campaign bid.
smart bidding
Ad-Tech Glossary
Learning Phase (Ad Algorithms)
The learning phase is the period right after a campaign launches or gets a major edit, when the algorithm is still gathering conversion data and delivery, cost, and results are unstable.