Unified pricing rules (Beta)

Set target CPM or 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 target CPM or 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.

In this article, "price" or "pricing" refers to either target CPM or floor prices.

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 prices are best for your network. Learn more

Where do unified pricing rules apply?

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

Pricing does not apply to AdSense backfill.

 How are unified pricing rules applied?

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

Pricing for everyone and all sizes

By default, a pricing rule applies to everyone and all sizes. However, you can optionally specify pricing for individual advertisers, brands, or sizes. When you do so, there's a remaining optional setting that specifies pricing for everyone and all sizes.

The price set under "Everyone and all sizes" applies to any advertisers, brands, or sizes for which you set different prices. Within a rule, the price setting with the higher price applies.

For example, suppose you set the specific floor price of $3.00 for the travel advertiser YourAdventure and for the size 728x90. In the same rule, under "Everyone and all sizes", you set a a floor price of $4.00. Since the the floor price under "Everyone and all sizes" is higher ($4.00), it will apply the travel advertiser YourAdventure and to the size 728x90.

Good practices suggests setting the price under "Everyone and all sizes" to a value lower than those included for individual advertisers, brands, or sizes or to disable the "Everyone and all sizes" option.

Remnant line item types and 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 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 and target CPM 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 or target CPM 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 supported for Exchange Bidding traffic.

Sizes and ad requests

Multi-size pricing is 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. 

Pricing for advertisers, buyers, and bidders

Advertiser- and brand-specific pricing 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 pricing are not available.

How Exchange Bidding buyers get pricing 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 price between the Optimized Pricing floor price or the unified pricing rule price applies to Ad Exchange traffic. For Exchange Bidding, only the unified pricing rules prices apply.

Ad Exchange linked accounts

Unified pricing rules work just like Ad Exchange pricing rules work today. 

Unified pricing rules set in the Ad Manager network of the primary ("mapped") Ad Exchange account apply to any inventory you're backfilling from linked Ad Exchange accounts. Learn more about primary versus linked Ad Exchange account.

Learn more and see an example of unified pricing rules and Ad Exchange linked accounts

You may have linked Ad Exchange accounts. These are secondary Ad Exchange accounts belonging to another Ad Manager network. They are associated with or linked to the primary ("mapped") Ad Exchange account belonging to your Ad Manager network. Typically, secondary Ad Exchange accounts are linked to your primary Ad Exchange account in order for the primary network to backfill inventory for line items in the other Ad Manager network. 

Supposed Ad Manager A owns the secondary Ad Exchange account. Ad Manager B own the primary ("mapped") Ad Exchange account and backfills inventory coming from Ad Manager A. 

In the example below, requests are coming from Ad Manager A and 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 pricing information.
    • By default, a pricing rule applies to everyone and all sizes.

      However, you can optionally specify pricing for individual advertisers, brands, or sizes. When you do so, either a floor price or a target CPM can set under "Everyone and all sizes" or this option can be disabled. If enabled, the price set under "Everyone and all sizes" is inclusive of any advertisers, brands, or sizes for which you set a different price in the same rule. Learn more

    • 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. Learn more
  6. Click Save.

Disable the "Everyone and all sizes"

Pricing can set under "Everyone and all sizes" and is inclusive of any advertisers, brands, or sizes for which you set a different price in the same rule. To disable, deselect the checkbox next to "Everyone and all sizes".

Manage and troubleshoot

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

Affected line items from any rule

For any unified pricing rule you create, you can review the number of remnant line items below the price set in the rule. Total line items shown compares the 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 or target CPM. The "Affected remnant line items" section lists any Price Priority, Network and Bulk line items that are below the price you specified. For instance, you might see:

There are 29 line items below the floor price set in this rule

Click the number of line items (in this case, "29 line items") to be taken to table filtered for affected line items.


Line items that are below the price 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 under the "Historical" report type. Activity for unified pricing rules may also be found under the "Ad Exchange" report type via the Pricing rules dimension.

Report on multi-size pricing

Report on multi-size requests in Ad Manager Query Tool using the "Creative size (delivered)" and "Requested ad sizes" dimensions.

No pricing rule applied 

Because multiple pricing rules are in effect for multi-size requests, no pricing rules can be attributed to unmatched requests. Any unmatched requests display "(No pricing rule applied)" for the "Pricing rules" dimension under "Inventory segments" in the Ad Exchange historical report.

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