Top.gg

If you are interested in participating in Second-Round Sales, you can contact us at partnerships@top.gg with the slots you’re interested in and your maximum CPM for that slot, then we will walk you through the next steps!

Some customers can’t always make it to Auctions on Mondays and often miss out on the bidding. We offer an opportunity for these and regular customers to purchase impressions in a second-round sale without needing to contact us on the day, by using a different process.

Customers interested in participating in Second-Round Sales can contact us to pre-pay in advance and set up a balance sheet that Top.gg can withdraw from if inventory becomes available on the set of slots they are interested in. We require a minimum of $100 top up for prepaid balances. Customers can let us know which slots they are interested in participating in Second-Round Sales for, and what their maximum CPM bid for each slot is. 

When there is available inventory on the slots chosen, Top.gg can place a bid for those impressions and utilize the prepaid balance to pay. Customers purchasing these impressions will have access to campaign analytics from within their Auctions dashboard (like a regular campaign), and will also have full visibility of their remaining balance through access to their prepaid balance sheet via Google Sheets. Each balance sheet is private and individual to the specific customer. Customers’ details such as their maximum CPM, slots they’re interested in for Second-Round Sales, and available balance are confidential and not shared with other Auctions customers.

Second-Round Sales prices are determined as follows:

Average CPM on the slot based on Auctions bidding x (Number of available impressions / 1000) = Total Sale Price

In order to prevent outbidding customers who already participated in the First-Round of Open Bidding, we use the weekly Average CPM for a slot and determine the budget based on how many impressions are available during the Second-Round sales. This will place the Second-Round winners near the middle of the leaderboard and will not outbid any pre-existing First-Round winners.

If the Average CPM for a slot is higher than a customer’s maximum CPM, we will not place a bid for them. We will only charge the Average CPM, even if the customer designates a higher maximum CPM. 

The way that we determine who will win a slot if two or more customers are interested is as follows: 

• We will calculate the Average CPM based on Auctions bidding for that week.

• The customer with the closest maximum CPM that is higher than the Average CPM will be chosen.

  • This ensures that different customers can win available inventory each week, even if their maximum CPM is not the highest.

• If there are still impressions left after the first customer’s budget has been fully spent, we will move on to the customer with the next highest maximum CPM.

For example:

We will place a bid for Customer 2 at a CPM of $8.69 for a price of $300, which will win them 34,522 impressions. Because there are still more impressions available, we then move to the customer with the next highest CPM. We will place a bid for Customer 1 at a CPM of $8.69 with a price of $338, which will win them the remaining 38,998 impressions and leave $162 in their remaining balance for future Second-Round Sales.

Customer 3 does not qualify for any impressions this week because their maximum CPM was lower than the average CPM for this slot. We will never charge more than the maximum CPM pre-defined by the customer when signing up, nor will we charge more than the balance that was prepaid.

By providing Top.gg a prepaid balance, information on which slots they are interested in, as well as their Maximum CPM, customers agree to be charged as described above for Second-Round Sales.

If you are interested in participating in Second-Round Sales, you can contact us at partnerships@top.gg with the slots you’re interested in and your maximum CPM for that slot, then we will walk you through the next steps!