Keyword bidding involves setting how much you’re willing to pay to reach a certain goal in Google Ads.

In-app bidding has automated most waterfall optimization, yet developers still manage multiple hybrid waterfalls, each with dozens of manual instances. Naturally, this can be timely and overwhelming to maintain, keeping you from optimizing to perfection and focusing on other opportunities to boost revenue.Rather than analyzing each individual network and checking if instances are available at each price point, breaking down your waterfall into different CPM ranges allows you to visualize the waterfall and easily identify the gaps.Here are some tips on how to use CPM buckets to better optimize your waterfall’s performance.What are CPM buckets?CPM buckets show you exactly how much revenue and how many impressions you’re getting from each CPM price range, giving you a more granular idea of how different networks are competing in the waterfall. CPM buckets are a feature of real time pivot reports, available on ironSource LevelPlay.Identifying and closing the gapsTypically in a waterfall, you can only see each ad network’s average CPM. But this keeps you from seeing ad network distribution across all price points and understanding exactly where ad networks are bidding. Bottom line - you don’t know where in the waterfall you should add a new instance.By separating CPM into buckets, (for example, seeing all the ad networks generating a CPM of $10-$20) you understand exactly which networks are driving impressions and revenue and which CPMs aren’t being filledNow how do you do it? As a LevelPlay client, simply use ironSource’s real time pivot reports - choose the CPM bucket filter option and sort by “average bid price.” From here, you’ll see how your revenue spreads out among CPM ranges and you’ll start to notice gaps in your bar graph. Every gap in revenue - where revenue is much lower than the neighboring CPM group - indicates an opportunity to optimize your monetization strategy. The buckets can range from small increments like $1 to larger increments like $10, so it’s important to compare CPM buckets of the same incremental value.Pro tip: To best set up your waterfall, create one tab with the general waterfall (filter app, OS, Ad unit, geo/geos from a specific group) and make sure to look at Revenue and eCPM in the “measures” dropdown. In the “show” section, choose CPM buckets and sort by average bid price. From here, you can mark down any gaps.But where do these gaps come from? Gaps in revenue are often due to friction in the waterfall, like not enough instances, instances that aren’t working, or a waterfall setup mistake. But gaps can also be adjusted and fixed.Once you’ve found a gap, you can look at the CPM buckets around it to better understand the context. Let’s say you see a strong instance generating significant revenue in the CPM bucket right below it, in the $70-80 group. This instance from this specific ad network has a lot of potential, so it’s worth trying to push it to a higher CPM bucket.In fact, when you look at higher CPM buckets, you don’t see this ad network anywhere else in the waterfall - what a missed opportunity! Try adding another instance of this network higher up in the waterfall. If you’re profiting well with a $70-80 CPM, imagine how much more revenue you could bring at a $150 CPM.Pro tip: Focusing on higher areas in the waterfall makes a larger financial impact, leading to bigger increases in ARPDAU.Let’s say you decide to add 5 instances of that network to higher CPM buckets. You can use LevelPlay’s quick A/B test to understand if this adjustment boosts your revenue - not just for this gap, but for any and all that you find. Simply compare your existing waterfall against the new waterfall with these 5 higher instances - then implement the one that drives the highest instances.Božo Janković, Head of Ad Monetization at GameBiz Consulting, uses CPM buckets "to understand at which CPMs the bidding networks are filling. From there, I can pinpoint exactly where in the waterfall to add more traditional instances - which creates more competition, especially for the bidding networks, and creates an opportunity for revenue growth."Finding new insightsYou can dig even deeper into your data by filtering by ad source. Before CPM buckets, you were limited to seeing an average eCPM for each bidding network. Maybe you knew that one ad source had an average CPM of $50, but the distribution of impression across the waterfall was a black box. Now, we know exactly which CPMs the bidders are filling. “I find ironSource CPM buckets feature very insightful and and use it daily. It’s an easy way to identify opportunities to optimize the waterfall and earn even more revenue." -Božo Janković, Head of Ad Monetization at GameBiz ConsultingUnderstanding your CPM distribution empowers you to not only identify your revenue sources, but also to promote revenue growth. Armed with the knowledge of which buckets some of their stronger bidding networking are performing in, some publishers actively add instances from traditional networks above those ranges. This creates better competition and also helps drive up the bids from the biddersThere’s no need for deep analysis - once you see the gaps, you can quickly understand who’s performing in the lower and higher buckets, and see exactly what’s missing. This way, you won’t miss out on any lost revenue.Learn more about CPM buckets, available exclusively to ironSource LevelPlay here.

Regeneron is backing away from buying the DNA-testing company after a nonprofit controlled by co-founder Wojcicki made a higher bid.

DNA testing service 23andMe has undergone serious upheaval in recent months, creating concerns for the 15 million customers who entrusted the company with their personal biological information. After filing for Chapter 11 bankruptcy protection in March, the company became the center of a bidding war that ended Friday when co-founder Anne Wojcicki said she’d successfully reacquired control through her nonprofit TTAM Research Institute for $305 million. The bankruptcy proceedings had sent shockwaves through the genetic testing industry and among privacy advocates, with security experts and lawmakers urging customers to take immediate action to safeguard their data. The company’s interim CEO revealed this week that 1.9 million people, around 15% of 23andMe’s customer base, have already requested their genetic data be deleted from the company’s servers. The situation became even more complex last week after more than two dozen states filed lawsuits challenging the sale of customers’ private data, arguing that 23andMe must obtain explicit consent before transferring or selling personal information to any new entity. While the company’s policies mean you cannot delete all traces of your genetic data — particularly information that may have already been shared with research partners or stored in backup systems — if you’re one of the 15 million people who shared their DNA with 23andMe, there are still meaningful steps you can take to protect yourself and minimize your exposure. How to delete your 23andMe data To delete your data from 23andMe, you need to log in to your account and then follow these steps: Navigate to the Settings section of your profile. Scroll down to the selection labeled 23andMe Data.  Click the View option and scroll to the Delete Data section. Select the Permanently Delete Data button. You will then receive an email from 23andMe with a link that will allow you to confirm your deletion request.  You can choose to download a copy of your data before deleting it. There is an important caveat, as 23andMe’s privacy policy states that the company and its labs “will retain your Genetic Information, date of birth, and sex as required for compliance with applicable legal obligations.” The policy continues: “23andMe will also retain limited information related to your account and data deletion request, including but not limited to, your email address, account deletion request identifier, communications related to inquiries or complaints and legal agreements for a limited period of time as required by law, contractual obligations, and/or as necessary for the establishment, exercise or defense of legal claims and for audit and compliance purposes.” This essentially means that 23andMe may keep some of your information for an unspecified amount of time.  How to destroy your 23andMe test sample and revoke permission for your data to be used for research If you previously opted to have your saliva sample and DNA stored by 23andMe, you can change this setting. To revoke your permission, go into your 23andMe account settings page and then navigate to Preferences.  In addition, if you previously agreed to 23andMe and third-party researchers using your genetic data and sample for research, you can withdraw consent from the Research and Product Consents section in your account settings.  While you can reverse that consent, there’s no way for you to delete that information. Check in with your family members Once you have requested the deletion of your data, it’s important to check in with your family members and encourage them to do the same because it’s not just their DNA that’s at risk of sale — it also affects people they are related to.  And while you’re at it, it’s worth checking in with your friends to ensure that all of your loved ones are taking steps to protect their data.  This story originally published on March 25 and was updated June 11 with new information.

Events Letterheads Per L'Horta: An Intimate International Meet The masses amass in Almàssera for an inspiring four days painting in the Valencian sun. Better Letters Jun 5, 2025 • 8 min read Letterheads Per L'Horta in Almàssera, Valencia, 1–4 May 2025. This time last month, over 45 guests from 11 countries were feeling the post-Letterheads blues after four days in the small town of Almàssera, just outside Valencia, Spain. Letterheads Per L'Horta was organised by Nico Barrios, and it was a wonderfully intimate experience, with a host of activities to enjoy and learn from.Something that made the event feel extra special was the involvement of people from the local community, who were just as much a part of it as those that had travelled from as far afield as Australia and Mexico to attend. This included bidding in the auction for a souvenir of the long weekend in May spent with friends, new and old.Almàssera and L'HortaAlmàssera is a small town set within a vast expanse of small-scale agricultural production. While each plot of land is known as a huerto (allotment), they are collectively referred to as horta, which doesn't really have a direct translation. The Horta Nord (North Horta) that surrounds Almàssera is the largest and best surviving example of this type of terrain.We were based in the town's Museu de l'Horta (Horta Museum), which consists of an old and a modern building with a yard between them that housed the panel jam area.A traditional alquería (farmhouse) in l'horta, a view down on the meet, and the tents protecting the panel jam area.Inside the modern building there was a selection of pieces from Juan Nava's 2022 Gráfica Urbana de Valencia (Urban Graphics of Valencia) exhibition. There was also a trip down memory lane for Valencian locals in the form of another exhibition, L'ombra de les lletres (the shadow of the letters), with photos of signs spanning the period 1880–2000.L'ombra de les lletres was originally curated by Tomàs Gorria in 2024. Pedal PowerAlmàssera, and the city of Valencia, are easily navigated by bicycle, which Nico used to facilitate a cycling tour of the old signs of l'horta. In addition to the stories of the individual companies advertised, he was also able to identify the painters responsible for some of the signs.The tour took guests into the heart of l'horta, which, as a largely agricultural area, boasts a surprising number of old and hand-painted signs.Panel JammingAfter a windy first day or so, the event was bathed in beautiful Mediterranean sunshine. The protective tents were essential, although those in the middle had to carefully manage their colour schemes in light of the red hue they cast across the easels.Getting painty in l'horta: Nathan Collis, Xis Gomes, Maria Cano, Mike Meyer, and Loughlin Brady Smith.Panels set to dry in the early evening sun.WorkshopsAcross the first three days, Thursday to Saturday, there was a series of lettering and calligraphy workshops that were also open to those outside of the Letterheads event proper.Pictured are workshops being led by Ester Gradolí, Juanjo López, and Joan Quiros.TV TimeThe meet was profiled in the local newspaper on the day before it opened, and then a TV crew turned up to cover proceedings.Local press coverage and Letterheads Per L'Horta host Nico Barrios being interviewed for the TV report. 0:00 /1:34 Letterheads Per L'Horta makes the news! If you look closely at the top of the paper that Daniel Esteve Carbonell is working on it says "Collons de rètol" (it's only a fucking sign) which clearly escaped the attention of the censors. Talks & DemosIn addition to workshops, the museum building also hosted a busy programme of talks. These were delivered by the Asociación de Diseñadores de la Comunidad Valenciana (Valencian Graphic Design Association), the errorerror.studio creative typography studio, graphic designer Juan Nava, and type designer Juanjo López.Juan Nava talking about the evolution of his Letras Recuperadas (Recovered Letters) project, previously featured here at bl.ag online.One of the highlights was hearing from veteran local sign painters Ricardo Moreno and Paco Vivó, both of whom appear in the Tipos Que Importan film that was screened. They were interviewed by Nico and brought a host of goods with them, including their sign kits, photographic portfolios, work samples, books, and other reference materials.Ricardo (in glasses) and Paco (with beard) were mobbed after talking about their lives on the brush in Valencia.Following the session, everyone moved outside to watch Paco Vivó paint one of the motifs that he produced many times in his career: the Pepsi-Cola bottle top.Paco Vivó painted his demonstration piece on a canvas which was subsequently sold in the auction.Meanwhile, over in the town square, David Vanderh had set up his screenprinting station to apply Nico's event design in a single colour to any material that the public brought to him.The live screenprinting was in just blue, while the official event t-shirt combined this with a striking orange.Panels on Show and on SaleOn the Sunday, a small exhibition was mounted with the panels that folks could bid on in the auction. This was an open invitation, with those from the neighbourhood stopping by to inspect and snag some goods.Panels getting ready for new owners in the charity auction.Panels by Veronika Skilte (Vermut), Joe Coleman (Mental on the Rental), Rachel E Millar (Rotulos, Gracias), and Victor Calligraphy.This panel (right) by Joe Coleman was inspired by the truck lettering that was a lucky incidental on the earlier cycling tour.The auction raised over 2,000€ in support of those affected by the devastating DANA floods in 2024.The assembled crowd were ready with open wallets as the auction got underway.The auction was expertly hosted by Mike Meyer and Nico Barrios, with Nil Muge logging all the winning bids and accounting for the cash payments.Thank YouAs with any event, the photos never show the challenges that must be overcome behind the scenes. Some of these were substantial but Nico took each one in his stride, maintaining a smile throughout. Thank you, Nico, for facilitating these special days that will live long in the collective memory.Letterheads Per L'Horta host Nico Barrios.Letterheads Per L'Horta was hosted by Nico Barrios with the support of the following organisations: AVV Carraixet d'Almàssera; Ajuntament d'Almàssera; BLAG; A.S. Handover; 1 Shot; ADCV; gráffica. Also check out the event's dedicated Instagram account, @letterheadsperlhorta, for even more photos and videos. More LetterheadsFuture Meets

A film adaptation of hit video game “Split Fiction” starring Sydney Sweeney and directed by Jon M. Chu has landed at Amazon MGM Studios, Variety has confirmed. As Variety first reported last month, along with the news of Sweeney’s casting (the actress signed on to the project March 6, the day the game launched) and Chu directing, the script for the movie is being written by “Deadpool & Wolverine” screenwriters Rhett Reese and Paul Wernick. Related Stories From developer Hazelight Studios and publisher Electronic Arts, “Split Fiction” blends fantasy and science fiction, following a pair of authors, Mio and Zoe, who become trapped in the worlds they wrote. Written by director and Hazelight studio chief Josef Fares and Sebastian Johansson, “Split Fiction” is a co-op adventure game that features gameplay mechanics involving split-screen combat, platforming challenges and differing abilities for each character. Popular on Variety The “Split Fiction” film will be produced by Mike Goldberg and Dmitri M. Johnson’s Story Kitchen (formerly dj2 Entertainment) and Chu’s Electric Somewhere. Sweeney, Story Kitchen’s Timothy I. Stevenson, and Hazelight Studios’ founder Josef Fares and COO Oskar Wolontis are executive producing. “Even in early development here at Hazelight, it was clear how much potential ‘Split Fiction’ had to become a kick-ass movie,” Wolontis told Variety Monday. “We now know it’s got a shot at becoming something truly special with such an amazing creative team behind it. Jon M. Chu, Sydney Sweeney, Rhett Reese and Paul Wernick, together with Story Kitchen, have all been champions and true fans of this project since day one, and we can’t wait to see their vision for this movie come to life! Amazon MGM has shown intense interest in this project and we’re happy to see them show both confidence and clear intent to bring this movie to all current and future fans of ‘Split Fiction’ out there. We look forward to holding them to that and working together to bring Mio and Zoe to screen.” It has yet to be decided whether Sweeney will be playing Zoe or Mio, and the film is actively looking to cast her co-star. Released March 6, “Split Fiction” quickly became a hit with players and critics alike, receiving positive reviews and massive sales. According to Hazelight, the game sold more than two million copies in the first week following its launch, and that number continues to rise at a rapid clip. Variety first reported the “Split Fiction” film was in the works, and attracting top Hollywood studios for a bidding war, during the Game Developers Conference in San Francisco in March. “Split Fiction” marks the third film adaptation Hazelight has set up with Story Kitchen, following projects in development based on games “It Takes Two” (also at Amazon MGM Studios and counting Dwayne Johnson’s Seven Bucks as producer) and “A Way Out.”