Alpha feature notice: BidCue and Combined Creative are alpha features and are subject to change. Availability, eligibility, source configuration, pricing behavior, reporting, and user interface labels may change as the features evolve. Contact your Account Manager for access and implementation support.

Overview

BidCue and Combined Creative are related source-level capabilities that can improve monetization and help fill publisher ad opportunities. 

BidCue makes eligible previously received bids available for reuse, while Combined Creative allows the platform to stitch multiple eligible creatives into a single playable media asset.

For example: two eligible 15-second creatives can be stitched into a single 30-second media asset and returned as one Combined Creative response. The two features can be enabled independently, but they are designed to work well together within the same source configuration.

Current alpha scope: Initial alpha usage is focused on eligible tag-based sources with fixed pricing. Contact your Account Manager before using Combined Creative with other source types, OpenRTB sources, dynamic pricing, or rev-share pricing.

Access and setup

Before you can configure BidCue or Combined Creative, your Account Manager must activate the feature for your account. After activation, you can enable BidCue and/or Combined Creative for each eligible source in Source settings.

After the feature has been activated for your account, configure it at the source level:

1. Go to SSP Member Zone → Channels → All sources.
2. Create a source or select an existing source to edit.
3. Open the Advanced settings tab.
4. Locate the BidCue and Combined Creative sections.
5. Turn on Enable BidCue if you want to make eligible bids from earlier auctions available for reuse.
6. Turn on Enable Combined Creative if you want to allow eligible creatives to be stitched into a Combined Creative response.
7. If Combined Creative is enabled, enter a Combined Creative required CPM.
8. Save the source configuration.

BidCue is most effective on sources with substantial losing-bid volume. Its purpose is to make eligible bids from earlier auctions available for reuse rather than allowing that demand opportunity to be lost entirely.

Combined Creative pricing

Combined Creative enables the platform to combine multiple eligible bids into one media response. The Combined Creative required CPM establishes the minimum combined CPM that stitched creatives must reach before the platform serves a Combined Creative response.

The setting is designed to preserve margin above the normal source floor by applying an additional revenue threshold to a stitched unit. Below is the logic:

1. The system identifies creatives eligible to be stitched into a Combined Creative.
2. The system calculates the total CPM across the stitched creatives.
3. The system compares the total combined CPM with the source’s Combined Creative required CPM.
4. If the total combined CPM is greater than or equal to the required CPM, the platform may serve a Combined Creative response.
5. If the total combined CPM is below the required CPM, the platform does not serve a Combined Creative response, even when individual bids meet the standard source floor.

For example, if the Combined Creative required CPM is $10 and two eligible 15-second creatives have CPMs of $6 and $5, the $11 total meets the threshold and the platform may serve the combined 30-second unit. If the two creatives total $9, the platform does not serve the Combined Creative response.

Reporting

You can report on both BidCue and Combined Creative from the Report section. Create a new report or open an existing report, then use the Wizard to select the applicable metric group.

BidCue metrics

In the Wizard, select the BidCue metric group. The following metrics are available:

Combined Creative metrics

In the Wizard, select the Combined Creative metric group. The following metrics are currently available in the UI: