Create First Look pricing rules

First Look pricing is configured in Ad Manager using rules. We recommend you create two rules: one to exclude specific inventory that isn’t eligible, and one that includes all other inventory and grants specific buyer/adverster/brand access.

Use separate sets of rules for display and mobile web inventory

If you have separate unified pricing rules for desktop and mobile web inventory, you may wish to do the same for First Look. Data shows that buyers bid differently for these inventory types, and a more granular First Look pricing rule strategy may help you increase yield.

Create rule to exclude ineligible inventory

  1. Sign in to Google Ad Manager.
  2. Click Inventory and then Pricing rules and then First look 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. Enter First Look - Block (or a similar name) in the “Name” field.
  6. Enter 1 in the “Priority” field.
    Learn more about prioritizing rules.
  7. In the “Targeting” section, select the inventory that you cannot monetize through First Look because of Google Ad Manager Partner Guidelines or special ad units.
    • Ad Manager inventory is eligible for First Look, by default, even if Ad Exchange is not targeting that inventory (this includes special ad units).
    • If you need to ensure First Look does not serve on specific inventory, including special ad unit inventory, be sure to add it to your First Look blocking rule.
  8. In the “Rules for targeted inventory” section:
    • Select Set pricing and blocking for everything.
    • Select Set floor prices.
    • Select Blocked.
  9. Click Save.

Create rule to include all other inventory and grant specific buyer/advertiser/brand access

  1. Sign in to Google Ad Manager.
  2. Click Inventory and then Pricing rules and then First look pricing.
  3. Navigate to the inventory type under which you want to create a rule: Display, Mobile app, In-stream video, or Games.
  4. Click New pricing rule to start a rule.
  5. Enter First Look - Allow (or a similar name) in the “Name” field.
  6. Enter a value of 2 or larger in the “Priority” field.
  7. In the “Targeting” section, don't change anything
  8. In the “Rules for targeted inventory” section, select Set pricing and blocking for specific items.
  9. Tap Edit Edit next to “Buyers” or “Advertisers and brands” and select the buyers/advertisers/brands you want to grant First Look access. Either add all buyers/advertisers/brands, or those you know are able to provide high CPMs.
    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.
  10. Indicate whether to set floor prices (fixed CPM) or target CPMs:
    • Set floor prices: Lowest winning bid must be no less than the floor price.
    • 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. 
      It’s not always possible to achieve the target CPM, such as when most bids fall below the target CPM.
  11. Set the floor price or target CPM. Click Allowed and enter the value.
    The value should be high enough to keep the fill rate low. Unlike dynamic allocation, First Look does not take the pacing of reservation line items into consideration.
  12. Deselect Pricing and blocking for everything else.
  13. Click Save.
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