Static floors vs dynamic floor optimization: the bid-shading trap

Static floors vs dynamic floor optimization: the bid-shading trap
Heard: shops running static floors are leaving the most on the table — but naive dynamic floors get gamed by SSP bid shading.
— Static floors: predictable, easy to audit, but blunt across geos/sizes/users.
— Dynamic (Pubguru, Assertive, in-house ML): squeezes 8-15% more in first-price worlds, IF you floor per-impression-context.
— The catch: SSPs shade bids down to your floor, so a too-high dynamic floor just kills fill with zero upside.
Impact: Test dynamic floors on a 10% traffic slice before going stack-wide — measure RPM and fill together. (sourced)