LIQWID Funnel utilizes a Dutch Auction* method to enhance pricing. By utilizing a true Dutch Auction, (i.e. a method of selling in which the price is reduced until a buyer is found) for inventory that is entirely under the control of the Publisher with a reserve price below which the Publisher will reject any bid, only then can a Publisher re-introduce scarcity value based on price and inventory control. If there is no bid that meets a price, then no ad will be injected with no impact to the content since there is no ad slot to be filled.
With LIQWID Funnel, LIQWID manages the 1st pass of the programmatic process utilizing our established relationships and our LIQWID Yield Analyzer. The publisher maintains the right to set the floor rate in the Dutch Auction with a passback to the publisher for any unfilled opportunities to be utilized for direct sales or established publisher partners. We do all the work and send you a monthly check, all subject to your pricing control.
If you decide to benefit from LIQWID Funnel, all fees from LIQWID for the use of our LIQWID Ad Technolog® are waived, including for direct sales and publisher established relationships.
* The Dutch auction is used extensively throughout the global financial world precisely because it does cause buyers to consider their highest price for fear of completely losing out on the opportunity.