How does ad position and CPC bidding differ between Bing Ads and Yahoo's Oath Ad Platforms?

Ad position and CPC (cost-per-click) bidding can differ between Bing Ads and Yahoo's Oath Ad Platforms (formerly known as Gemini) in a few ways. Here are some key differences:

1. Ad Ranking Algorithm: Both Bing Ads and Oath Ad Platforms use different algorithms to determine ad rankings and ad positions. Bing Ads uses a combination of factors such as max CPC, Quality Score, and expected impact of ad extensions to determine ad rankings. Oath Ad Platforms, on the other hand, uses a combination of factors such as max CPC, relevance, and historical performance to determine ad rankings.
2. Ad Position Metrics: Bing Ads and Oath Ad Platforms use different metrics to measure ad position. Bing Ads uses the average position metric, which shows the average position of your ad on the search results page. Oath Ad Platforms uses the rank metric, which shows the position of your ad relative to other ads in the auction.
3. Bid Strategy: Bing Ads and Oath Ad Platforms also differ in their bid strategy options. Bing Ads offers a variety of automated bid strategies, such as enhanced CPC, maximize clicks, and target CPA. Oath Ad Platforms offers automated bidding options as well, but they are more limited compared to Bing Ads. Oath Ad Platforms also offers a manual CPC bidding option, while Bing Ads does not.
4. Ad Formats: Bing Ads and Oath Ad Platforms offer different ad formats, which can affect ad position and CPC. Bing Ads offers text ads, product ads, and app install ads, among others. Oath Ad Platforms offers native ads, search ads, and sponsored mail ads, among others. The ad format can affect CPC and ad position because different ad formats may have different levels of competition and user engagement.
5. Ad Targeting: Bing Ads and Oath Ad Platforms also differ in their ad targeting options, which can affect ad position and CPC. Bing Ads offers targeting options such as location, device, and audience targeting. Oath Ad Platforms offers targeting options such as audience, content, and contextual targeting. The targeting options can affect ad position and CPC because they can affect the level of competition and user relevance for the ad.

Overall, ad position and CPC bidding can differ between Bing Ads and Oath Ad Platforms due to differences in ad ranking algorithms, ad position metrics, bid strategy options, ad formats, and ad targeting options. Advertisers should consider these differences when developing their bidding strategies on each platform.