Bid modifier
A multiplier on the bid when a term matches. Unmatched requests keep the original bid. Not the same list of keys as targeting.
Published 2026-09-09 · Search job: bid modifier programmatic
A bid modifier scales the bid when a targeting-like term matches the request. A multiplier of 0 means do not bid on that match. A number between 0 and 10 scales the bid up or down. If the term does not match, the bid is unchanged.
That last sentence is the one that surprises people. A daypart that lists the hours you want will not suppress the other hours. Those hours simply never match, so they keep the full bid. To hold out a window you enumerate the hours to suppress.
Bid-modifier keys are a wider vocabulary than the targeting catalog. Clock keys such as user_time_of_week live here. They are not in the fifty-key targeting list. We were wrong about that for months because we checked one endpoint.
Bid modifiers are seat-real and not a buyer-facing Adprime Zero workflow yet. They are a graduated alternative to a hard exclude: you can bid a wasteful placement down and keep collecting evidence. A hard exclude ends the experiment.
Read dayparting is not on the targeting catalog for the clock case.