Unified pricing rules (Beta)

Set floor prices across your network for remnant traffic

In the coming months, your inventory will gradually transition to a first-price auction.
Unified pricing rules replace Open Auction pricing rules as part of that transition.
Learn more in Transition schedule to first-price auction.

Unified pricing rules centralizes management of floor prices across all your programmatic demand. Find unified pricing rules by navigating to Inventory and then Pricing rules. Learn how to add a unified pricing rule below.

Unified pricing rules can only be used on Ad Exchange primary ("mapped") accounts.

Unified pricing rules best practices

The PDF contains much of the same information as this help center and includes screenshots. (English only.)

Unified pricing rules best practices

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About unified pricing rules

Manage and troubleshoot unified pricing rules

Unified pricing rules includes a number of tools to help manage and troubleshoot. These tools help you decide which inventory you want to include in the auction and what floor prices are best for your network. Learn more

Where do unified pricing rules apply?

Floor prices in unified pricing rules apply in the following contexts:

  • The Open Auction via Authorized Buyers (formerly known as Ad Exchange Buyers)   
  • Private Auctions (both optimized and non-optimized)
  • First Look demand
  • Third-party exchanges that participate in Exchange Bidding
  • Remnant line item types Price Priority, Network and Bulk
  • Ad Exchange linked accounts

Floor prices do not apply to AdSense backfill.

 How are unified pricing rules applied?

  • If two unified pricing rules target overlapping inventory, the rule with the higher floor price applies.
  • If an Open Auction pricing rule and a unified pricing rule target overlapping inventory, the rule with the higher floor price applies for Ad Exchange demand.
  • If a First Look pricing rule and a unified pricing rule target overlapping inventory, the rule with the higher floor price applies for Ad Exchange demand.

Remnant line item types and floor prices

Price Priority, Network and Bulk line items can compete in the auction. Unified pricing rules affect line item types Price Priority, Network and Bulk. Line items of this type must have a CPM that meets or exceeds the floor price set in unified pricing rules in order to compete in the auction.

Unified pricing rules do not apply to:

  • House line items 
  • Line items with a zero (0) rate and no Value CPM  set 

House line items and the auction

Floor prices do not apply to House line items and line items with a $0 Value CPM.

House line items only serve when no remnant line items (Network, Bulk, Price Priority), Ad Exchange or Exchange Bidding demand are available to serve. That is, House line items are treated as if they have a $0 rate and do not compete on price via dynamic allocation.

House line item CPM determines ranking of eligible House ads but do not need to meet any floor price set in unified pricing rules in order to be eligible to serve an ad, thereby effectively serving as a fall-back ad.


Unified pricing rules don't provide blocking functionality. Continue to use Open Auction pricing rules to apply advertiser and buyer blocks. Other blocks can be managed through Protections. Blocks aren't currently supported for Exchange Bidding traffic.

Sizes and ad requests

A single ad request can come in with creatives in multiple sizes. If a unified pricing rule targets at least one of the sizes that is in the ad request, Ad Manager applies the pricing floor in the rule to all sizes in the ad request.

Example of how sizes and ad requests work

For example, suppose an ad request came in with the following sizes specified:

Ad Request 1
728x90, 970x250

Suppose also that a unified pricing rule existed with the following configuration:

Unified Pricing Rule A
Targeted size: 728x90
Floor price: $10 USD

In this case, the floor price of $10 USD applies to both the 728x90 and 970x250 creatives in the ad request.

If an Open Auction pricing rule and a unified pricing rule target overlapping sizes, just like any inventory, the rule with the higher floor price applies for Ad Exchange demand.

Now suppose two Open Auction pricing rules existed with the following configuration:

Open Auction Pricing Rule B
Targeted size: 728x90
Floor price: $5 USD

Open Auction Pricing Rule C
Targeted size: 970x250
Floor price: $8 USD

In this scenario, these two Open Auction rules and Unified Pricing Rule A match Ad Request 1. For both sizes in the ad request, Unified Pricing Rule A with a floor of $10 USD applies since it's higher than the floor specified in both Open Auction Pricing Rule B and  Open Auction Pricing Rule C

Multi-size pricing is not available in unified pricing rules. 

Programmatic Direct

Unified pricing rules don't apply to Programmatic Direct campaigns. This includes Programmatic Guaranteed (Standard and Sponsorship) and Preferred Deal line items created under Programmatic Direct. 

Floor prices for advertisers, buyers, and bidders

Advertiser- and brand-specific floor prices can be configured in unified pricing rules. They apply only to Ad Exchange and Exchange Bidding demand but not remnant line items. Per-buyer and per-bidder floor prices are not available.

How Exchange Bidding buyers get price floor information in the bid request

  • The price floor continues to be located in the bidfloor field for OpenRTB.
  • For the Ad Exchange proto, it is the minimum_cpm_micros field. 

In RTB Breakout, bids below the floor continue to be shown as "Bid was below the minimum threshold."

Learn more in the Authorized Buyers developer documentation article Authorized Buyers Real-Time Bidding Proto.

Optimized Pricing

If Optimized Pricing is enabled in your network, unified pricing rules continue to apply. The higher floor price between the Optimized Pricing floor price or the unified pricing rule floor price applies to Ad Exchange traffic. For Exchange Bidding, only the unified pricing rules floor price applies.

Ad Exchange linked accounts

Unified pricing rules work just like Ad Exchange pricing rules work today. If you have linked Ad Exchange accounts, the pricing rules set in the Ad Manager network of the primary ("mapped") Ad Exchange account apply. 

Example of unified pricing rules and Ad Exchange linked accounts

Suppose you have requests from an incoming Ad Manager A that's going to Ad Manager B, with a primary ("mapped") Ad Exchange Account B. In this case, the rules set in Ad Manager B apply to any requests coming from Ad Manager A to Ad Exchange Account B

Ad Manager A                       Ad Manager B                                                 

Unified pricing rules and Ad Exchange accounts

      Unified pricing rule    
      Ad Exchange account    


Add unified pricing rules

You can apply up to 200 unified pricing rules per Ad Manager network.​

  1. Navigate to Inventory and then Pricing rules.
  2. Click New unified pricing rule.
  3. Enter a name for the pricing rule.
  4. Select the inventory to which you want this rule to apply.
  5. Enter a floor price and optionally specify advertisers or brands.
    • Default pricing rules applies to everyone, but you can optionally specify individual advertisers or brands
    • Select Set floor prices (fixed CPM) or Set target CPMs:
      • Set floor prices: Lowest winning bid must be no less than the floor price.
      • Set target CPMs (default): 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.
  6. Click Save.

Manage and troubleshoot

Ad Manager provide a number of tools and a reporting dimension to help manage your inventory in the auction and floor prices.

Affected line items from any rule

For any unified pricing rule you create, you can review the number of remnant line items below the floor price set in the rule. Total line items shown compares the floor price in a rule with the CPM of remnant line items, and does not take targeting into account.

To see affected line items, enter a floor price. The "Affected remnant line items" section lists any Price Priority, Network and Bulk line items that are below the floor price you specified. For instance, you might see:

Click the number of affected line items to go to a page listing all of the line items affected.


Line items that are below the floor set in unified pricing rules appear in line item troubleshooting. For "Non-delivery causes", you'll find the a "Below pricing rule floor” reason. From here, you can click through to the pricing rules that are affecting the line items in question. Learn more


To report on unified pricing rule activity, select the Unified pricing rule dimension. Learn more

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