Brainss.co.uk – For Google Ad Manager, Google has implemented a new unified pricing model. This was good news for some publishers, and bad news for others.
Individuals in the ad tech field, on the other hand, are still trying to figure out what it means.For Google Ad Manager, Google has implemented a new unified pricing model. This was good news for some publishers, and bad news for others. Individuals in the ad tech field, on the other hand, are still trying to figure out what it means.
As you read this article, you’ll learn more about unified pricing for Google Ad Manager and how it affects you.
Are there standardized pricing guidelines at Google Ad Manager?
The goal of unified pricing is to serve as a centralized floor price management system for Google Ad Manager publisher inventory.
Inventory from indirect demand sources can now be priced according to the same rules in a single panel within Google Ad Server, as opposed to the previous methods.
The term “open auctions” encompasses both public and private sales, as well as first-look sales.
To prevent buyers from acquiring impressions for low-quality CPMs, the Google Ad Manager platform allowed publishers to set their own pricing rules.
For example, if one bidder offered a $6 CPM and another bidder responded with a $2 offer for the same impression, the winning bidder would only have to pay $2.01 — despite having put in a higher offer.
Having a set floor price means that the minimum bid cannot fall below that floor.
First-price auction models allow publishers to set the same floor price across various platforms such as AppNexus and OpenX. Smaato and LiveIntent use the first-price auction model for unified pricing as well. This means that publishers no longer have to worry about having to set up a slew of different bidding rules.
The following direct demand channels are now subject to unified pricing:
Bidding in the open (traditionally referred to as Exchange Bidding)
The AdX auction is now open.
Public auctions in a private setting
The first step is to price auctions.
Prices, networks and bulk items are three different ways to prioritize costs.
Some exceptions to the unified pricing rules include:
Programmatic direct marketing campaigns. There are two types of programmatic guaranteed deals in this category: standard and sponsorship. Backfill for AdSense. Types of line items. Line items that have a zero rate and no CPM value set. Managing the Interference of Rules
Publishers will also have to deal with a shift in how Google Ad Manager prioritizes its overlapping pricing rules due to the new unified pricing.
With unified pricing, the higher floor prices or targeted CPMs take precedence over the old pricing rules.
First-look pricing rules, open auction pricing rules, and unified pricing rules, for example, all fall under this category.
Here’s how overlapping rules are prioritized:
When the same inventory is subject to both unified pricing and open auction rules, the higher floor price is also applicable.
When the same inventory is used for both unified pricing and first look pricing, the higher floor price is still in effect. Limits on the Inventory have been added.
With the introduction of new pricing rules comes a new set of restrictions. As a result of the new unified pricing model, publishers now have to adhere to the following new rules:
There are only two options when it comes to CPM type settings: Target and Fixed.
Only for EBDA and AdX traffic are the advertiser and buyer-specific rules applicable in terms of scope.
Possibilities and Constraints
There are benefits and drawbacks to the new unified pricing model, but the publishers stand to gain the most from it.
Here are the advantages at Google Ad Manager:
Simplified operations due to centralized management of pricing floors rather than having to manage each platform’s pricing floor in separate locations. A greater degree of openness and more knowledgeable buyers Since all platforms and partners have the same access and floor pricing, buyers can better plan their bids because they know what publishers expect.
Here are the disadvantages at Google Ad Manager:
Enterprise-level publishers with millions or billions of pages may find this difficult. You can no longer put in a per-buyer floor price because of the new changes. As a result, all DSPs have the same floor pricing. As a result of Google’s elimination of anonymous pricing, prioritization rules are no longer possible. AppNexus, for example, is able to target advertisers and brands because it is a buyer. Unified Pricing Rules: How to Exclude Inventory
If the disadvantages outweigh the advantages for you as a publisher, you can opt out of the unified pricing rules for your chosen inventory.
Here are the steps to exclude your inventory:
You’ll find the Protections tab in Google Ad Manager. Select New Protection > Inventory Exclusion from the drop-down menu on the right. Create a pseudonym for your own safety and security. Set your inventory type and targeting to “Open Auction Pricing” now to demonstrate the rule. Display, Mobile App, In-Stream Video, and Games are all possible rule types. To make the rules visible in the Rules Tab, click Save.
New unified pricing rules give publishers an advantage, but it also reduces server-side platforms’ ability to influence pricing decisions (SSPs). So many people in the ad tech industry are still trying to figure out how to work around Google’s new first-price auctions so that they may one day be able to do so.
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