There are countless metrics that are automatically churned through by advertisers when coming up with their real-time bid. Categorically, the buyer wants some understanding of the audience so they can be sure they are serving their campaigns to their target market. Quality of the site and inventory is also key. Advertisers want to have their ads placed in high quality contexts where the likelihood of interaction with the ad is at its highest. Lastly, advertisers look at the historical records of a site and user to appropriately calculate ROI for a bid. At Publift, we work with all our publishers to ensure that their inventory ranks highly on all the key metrics that advertisers are looking for to continue to drive up revenue.