Gross versus Net

What value is used for different types of transactions?

 

Transaction type Competes in bid selection based on * Rate (floor price) Ad Exchange historical report Historical report Demand comparison **
First Look Net Net Net Net Net
Open Auction Net Net Net Net Net
Open Bidding Net Net Net Net Net
Programmatic Guaranteed Temporary CPM *** N/A N/A Net Net
Preferred Deals in Ad Manager Net Gross **** N/A Net Net
Private Auction Net Gross **** Net Net Net

 

* When Dynamic Allocation is enabled
** Found on your Overview Home dashboard
*** Based on delivery pace, Ad Manager sets a higher CPM temporarily to ensure guaranteed campaigns serve as intended
**** Value is gross because the buyer bids in gross before revenue payments. For other transaction types, the rate is net to ensure publishers generate revenue regardless of the revenue share in each transaction type.

 

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