I'm pretty confident on this one. Since it's a Google Video campaign with a consideration goal, it's using an auction model. So the actual CPV is often less than the max CPV that the advertiser sets.
Okay, let me walk through this step-by-step. If it's a true auction, then the actual CPV is often less than the max CPV, since you only pay the minimum to win. But if it's a reserve buy, then the max CPV is often less than the actual CPV. I think I've got it now.
Hmm, I think the key is understanding whether this is a true auction or a reserve buy situation. That will determine whether the max or actual CPV is typically higher.
I'm a little confused about the difference between max CPV and actual CPV in this auction setting. I'll need to think through the bidding mechanics carefully.
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