Criteo’s engine dynamically and intelligently bids on users based on their predicted value. While your bid is set to a certain level (for example, $0.65) this means your bids will average out to $0.65. However, the engine optimizer allows us to judge each user based on their likelihood to convert; we can bid more competitively for these users, which allows us to scale our campaigns. Our engine judges the value of each impression and we optimize to predicted COS/CR. This optimization works regardless of device as we evaluate each potential customer on a user basis.
For example, if we think John is more likely to convert with a large order value than Mary, we will bid more aggressively for John. John’s bid may be $0.70 but Mary’s bid would be $0.60 which averages out to the $0.65 bid.