With one fixed margin, your platform loses auctions it could have won: the advertiser's bid minus your margin is sometimes just below what the seller accepts. The Dynamic Margin plugin sets the margin for each bid instead.
How it works
- When a bid would lose, the platform lowers your margin just enough to win, but never below the minimum you set.
- Where advertisers win easily, it raises the margin again.
- The price paid is never above the advertiser's own bid. Advertisers never pay more than they agreed to.
Turning it on safely
- Set your minimum margin. This is the floor that is always kept, whatever happens in the auction.
- Run it in shadow mode first. Shadow mode shows what the plugin would have done without changing any bids, so you can see the effect on wins and margin before it touches real money.
- Compare win rate and total margin between shadow results and your current fixed margin.
- Switch it on when the numbers make sense for your business, and keep watching your margin reports for the first days.
Who it suits
Operators with enough volume that small changes in win rate add up, and with advertisers who complain about losing auctions on competitive traffic. It works with the DSP and ADX and costs $2,490 one time.
AI vendors such as OpenAI, Anthropic and DeepSeek do not officially partner with or endorse AdTech Europe.
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Nov 13, 2026