Set pricing (for specific buyers, advertisers, or brands) in Ad Exchange

Pricing enables you to identify specific buyer-, advertiser-, or brand-specific minimum CPM. When you select to Set pricing for specific buyers or advertisers, you can create multiple pricing segments by buyer, advertiser, or brand. 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).

  1. In Ad Manager, click Inventory and then Ad Exchange rules and then Open auction pricing.
  2. Click the appropriate syndication type sub-tab (for example, Display).
  3. Create a new rule or edit an existing one.
  4. Configure the targeting of your inventory.
  5. Select Set pricing and blocking for specific buyers, advertisers, or brands. After you select this radio button, the section becomes enabled.
    "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.  
  6. 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.
    1. 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.
    2. 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.
    3. 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.
  7. Decide whether to set a fixed CPM floor price or a target CPM, and enter the prices at which you want to sell your inventory in the fields provided:  
    • Floor prices: The lowest winning bid must be at least as high as the floor price. To allow the system to optimize your revenue, we recommend setting the floor price to $0.00.
    • Target CPMs  (Beta) : 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.

      Target CPM is the default for networks part of this beta. Best practice suggest that the target CPM not be higher than the existing floor price.

  8. 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.
    • Semi-transparent:
      • 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.
  9. (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.
  10. 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.
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