Set pricing rules for the Open Auction
Pricing rules allow you to identify specific buyers, advertisers, or brands and associate a minimum CPM or target CPM with them. You can apply multiple pricing rules for a given ad request.
Brands are children that are mapped to parent advertisers, providing you with more granular blocking and pricing options and reporting data. An example of an advertiser/brand relationship might be a food company (the advertiser) and a specific cereal they manufacture (the brand).
In setting up an Open Auction pricing rule, you'll need to do three things:
- Add targeting
- Specify specific buyers, advertisers, or brands
- Set a floor price or target CPM
All of these can be done at once. However, for the sake of clarity, we'll cover each one below separately.
- Sign in to Google Ad Manager.
- Click Inventory Ad Exchange rules Open auction pricing.
- Navigate to the inventory type under which you want to created a rule: Display, Video, Mobile app, or Games. The inventory types available to you depend on how your network has been configured. If you don't see an expected inventory type, talk to your Ad Manager administrator.
- Click "New rule" to start a rule. For instance, New display rule under the "Display" tab or New video rule under the "Video" tab.
- Name your pricing rule.
- Configure targeting. Targeting determines the segment of inventory to which the pricing rule applies.
Specify specific buyers, advertisers, or brands
If you selected Set pricing and blocking for specific buyers, advertisers, or brands, you'll be able to set a floor price or target CPM for the buyers, advertisers, or brands specified.
- Under the "Buyers selected" picker, click Add buyers. Browse or search for desired buyers to include in the picker.
- Similarly, under the "Advertisers and brands selected" picker, click Add advertisers or brands and browse or search for desired organizations.
Set pricing and blocking for specific buyers, advertisers, or brands
"Per-buyer/advertiser" rules don't further block rule evaluations for other buyers. Therefore, in the user interface, you see a set of light grey arrows pointing down which indicate that the next rule will also be considered.
- Select either Set pricing and blocking for everyone or Set pricing and blocking for specific buyers, advertisers, or brands.
- Decide to whom you want to price your inventory. (Optional) To create additional configurations or blocks, click + Add another price or block. To delete a price or block, click the X in its upper-right corner.
- To identify your buyers, in the “Ad request” area, click in the field below the box to access the drop-down menu. Once you have identified your buyers, the ability to add another price or block is enabled.
- Check "Unclassified advertisers" to set pricing for all unclassified advertisers and Google Ads small businesses.
- An advertiser is considered "unclassified" if it doesn't appear on our list of advertisers available for setting pricing rules in Ad Exchange. Any brands belonging to these advertisers are also considered unclassified.
- Google Ads small businesses are advertisers whose impressions made up less than 0.01% of global daily impressions, and less than 0.1% of daily impressions in each of the following countries: Australia, Brazil, Canada, China, France, Germany, India, Indonesia, Japan, South Korea, Thailand, Turkey, United Kingdom, and the United States.
- Start typing in the "Add advertisers and brands" drop-down to search and set pricing for advertisers and brands. Click the double arrows (>>) next to the name of an advertiser to view its child brands.
- Indicate a floor price (fixed CPM) or target CPM:
- Floor prices: Lowest winning bid must be no less than the floor price. To allow the system to optimize your revenue, we recommend setting the floor price to $0.00.
- Target CPMs: Target CPM can earn you more revenue over time by adjusting floor prices to match more bids. Floor prices on individual bid requests can be either higher or lower than the target CPM you indicate. Average CPM for your inventory, however, is equal to or higher than the target CPM you specify.
Best practice suggest that the target CPM not be higher than the existing floor price.
- In the "Floor prices" section, click the toggle to allow or block inventory by branding type.
It is not recommended to configure different branding types for same buyer, on the same inventory, across Preferred Deals, Private Auctions, and Open Auction. We recommend sticking with a single branding type per buyer across all auction modes.
- Branded: The URL displays for buyers and advertisers.
- You can contact your Technical Account Manager to replace the URL that is sent to the buyer with a custom URL. The custom URL must be syntactically valid. The rewritten URL will appear next to the original URL segment on the "Inventory" tab under "URLs".
- Publisher ID is not included in the bid request.
Mobile app inventory always transacts as branded. Semi-transparent is only available for desktop and mobile web.
- Anonymous: The URL is hidden.
- (Optional) To override any lower priority rules which share the same targeting criteria as the above selected targeting, checkoff the Also set pricing for everyone option.
- Remember to click Save.
There is no current limit on the number of rules you can create. However, we recommend having fewer than 200 rules per rule type (pricing, blocking, and so on). You may experience UI and ad serving latency if you exceed this number. More complex rules targeting many dimensions or containing many sub-rules can lead to additional latency.