Pacing

Topsort’s pacing mechanism adjusts campaign spending based on marketplace traffic, smoothing out the spend rate and delivering a more representative exposure of ads. This mechanism distributes the budget throughout the day, balancing impressions across low and high-traffic periods, and avoiding missed opportunities due to early budget exhaustion.

How Pacing Works

Topsort uses two mechanisms combined on the auto-bidding algorithm:

• Throttling: excludes campaigns from some auctions, using probabilistic models.
• Discount Pacing: Decreases campaign bids to slow spending.

Benefits of Pacing

Pacing creates smoother exposure by ensuring ads appear consistently throughout the day, leading to stable engagement and click distribution. It contributes to price stability by maintaining consistent prices and avoiding volatile swings, resulting in improved campaign performance by ensuring consistent visibility and reducing early budget depletion.

Disabling Pacing

Deactivating pacing allows campaigns to spend their budget as fast as possible. This provides greater visibility during high-traffic periods but risks early budget depletion. It is suitable for time-sensitive promotions or campaigns needing immediate exposure.

Considerations

Advertisers with small budgets may experience aggressive pacing, which could limit exposure during high-traffic moments, though Topsort does provide real-time performance insights (ROAS and other metrics) to help advertisers decide if they should increase their budgets.

Note: Campaigns created with Total Budget are not subject to the pacing mechanism. Check Campaign Budget Types for more information.