What it is
Buying by time of day
Limiting impressions to certain hours and days. For betting it is the evening before a match and the match itself, for casino — evening and night, for trading — session opens. During the day the same budget buys clicks from people who are not in the mood to play.
Example
What it looks like in numbers
24/7 delivery: CPA $54. Kept 19:00–01:00 local time and weekends from noon: half the impressions, 12% fewer deposits, CPA $38. The saved budget went to a second region.
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Where it shows up
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