Set pricing rules for the Open Auction

At the beginning of July 2019, we migrated eligible Open Auction pricing rules that block Semi-transparent, Branded, and Anonymous transactions to protections. Learn about related protection enhancements, limits, and recommended action to take to prepare for the migration.

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You can 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 need to:

  • Add targeting
  • Specify specific buyers, advertisers, or brands
  • Set a floor price or target CPM

Add targeting

  1. Sign in to Google Ad Manager.
  2. Click Inventory and then Pricing rules and then Open auction pricing.
  3. Navigate to the inventory type under which you want to create a rule: Display, Mobile app, In-stream video, or Games.

    The inventory types available to you depend on how your network has been configured.

  4. Click New pricing rule to start a rule.

    For example, New display pricing rule under the "Display" tab.

  5. Name your pricing rule and enter a Priority.

    Rules with different settings can apply to the same content. For conflicting settings, Ad Manager chooses from the rule with the highest priority.

  6. In the “Targeting” section, select the inventory the pricing rule will be applied to.

Specify buyers, advertisers, or brands

In the “Rules for targeted inventory” section, select one of the following:

  • Set pricing and blocking for everyone: One group of pricing and blocking settings (see below for details) will apply to all buyers, advertisers, and brands.
  • Set pricing and blocking for specific buyers, advertisers, or brands: You can set pricing and blocking settings for selected buyers, advertisers, and brands.
    1. Tap Edit Edit next to “Buyers” or “Advertisers and brands” and select the desired buyers/advertisers/brands.
      For advertisers/brands, select Include unclassified advertisers or brands 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. 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.
    2. Once you enter the pricing/blocking settings for the set of buyers/advertisers/brands (see below for details), you can click + Add more pricing or blocking to add more sets of buyers/advertisers/brands. Each set will have their own pricing and blocking settings.
    3. The buyers, advertiser, advertisers, and brands that you don’t select are managed in the “Pricing and blocking for everyone else” section.

Set pricing and blocking

For each box that contains “Pricing and blocking” settings:

  1. Indicate whether to set floor prices (fixed CPM) or target CPMs:
    Best practices suggest that the target CPM not be higher than the existing floor price.
    • Set 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.
    • Set 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.
  2. Set the floor price or target CPM by branding type.
    For each of the following you want to set, click Allowed and enter a value.
    • Branded: The full URL appears for buyers and advertisers.
    • Semi-transparent: Buyers see your domain in the bid request, but not the subdomain or path.
    • Anonymous: The URL is hidden.
  3. Click Save.
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