Apply unified pricing rules to Exchange Bidding ad requests (Beta)

Set floor prices for Exchange Bidding demand

Unified pricing rules make it easier to set and manage floors across all your programmatic sources of demand from a single place within Google Ad Manager.

You can find unified pricing rules in Ad Manager by clicking Inventory and then Pricing rules. When you’re opted into the beta, you’ll find that First Look pricing and Open Auction pricing have moved to the “Pricing rules” page.

You can still find channels, flexible sizes, ad styles & backup ads, video settings, and publisher declarations by clicking Inventory and then Ad Exchange rules.

What to know before applying a unified pricing floor

There are a few things you should know before deciding which floor price to set:

  • Any floor you set will apply to open auction and private auction traffic across Exchange Bidding and Ad Exchange that matches the targeting criteria, including First Look. Ad Exchange traffic will be subject to both the unified pricing floor and the Ad Exchange pricing floor. The floor price won’t be applied to AdSense backfill.
  • Unified pricing rules can only used on Ad Exchange mapped accounts.
  • If two unified pricing rules target overlapping inventory, the rule with the maximum floor price will be applied.

Create a new unified pricing rule

Complete the following steps to create a new unified pricing rule and set a floor price:

  1. Sign in to Google Ad Manager.
  2. Click Inventory and then Pricing rules.
  3. Click New unified pricing rule.
  4. Enter a name for the pricing rule.
  5. Select the targeting criteria.
  6. Enter a floor price.
  7. Click Save.

Unified pricing rules FAQs

Is there any blocking capability?

The unified pricing rules don’t provide blocking functionality. You can use Protections to set up blocks on your Ad Exchange traffic. Blocks aren’t currently supported for Exchange Bidding traffic.

Is there a limit to the number of unified pricing rules that can be applied?

You can apply 100 unified pricing rules per account. Publishers who need more than 100 rules can request an exception. For example, you may need an exception if you’re setting up rules by inventory unit.

How do unified pricing rules interact with open auction pricing rules?

We apply the higher price—either the open auction floor price or unified floor price—to Ad Exchange candidates. For Exchange Bidding, we only apply the unified pricing rules.

How will unified pricing rules be handled for publishers enabled for Managed Reserves?

If you have managed reserves enabled, the unified pricing rule will still be respected. We apply the higher price—either the managed reserve floor price or the unified floor price—for Ad Exchange. For Exchange Bidding, we only apply the unified pricing rules.

Do unified pricing rules support the multi-size pricing feature?

No, unified pricing rules restricted to an inventory size will match any request with at least that size present. Example: A unified pricing rule for 970x250 at $2 will be applied to all bids on 728x90 and 970x250 requests. However, a similar open auction pricing rule will apply the $2 only to bids on 970x250 requests.

How does DFL apply?

DFL demand will also be subject to the unified floor.

If a private auction deal (for Authorized Buyers or Exchange Bidding, optimized or not) is below the floor, will it transact?

No, the deal must be above the floor to transact.

Will Programmatic Guaranteed or Preferred Deals need to meet the unified pricing rule floor price?

No, Programmatic Guaranteed and Preferred Deal bids (including from Exchange Bidding) will not be subject to the unified pricing rules. Note that private auctions (both optimized and non-optimized) will be subject to unified pricing rules. 

Is there reporting available?

Currently, reporting isn’t available, but we’re working on this.

How can I tell why my CPM was below the floor?

A pricing rule dimension will be available in reporting in the future.

Will rules be available by buyer? Will they be available by bidder?

We don’t support buyer- and bidder-specific floors.

Will this feature allow different floor prices for each exchange?

No, we currently don’t support buyer- and bidder-specific floors.

How is an Exchange Bidding buyer going to get this unified price floor information in the bid request?

The floor will continue to be located in the bidfloor field for OpenRTB. (For the Ad Exchange proto, it is the minimum_cpm_micros field.) In the RTB Breakout UI, bids below the floor will continue to be shown as “Bid was below the minimum threshold.”
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