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About AdMob Network eCPM floors

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AdMob

You can set a default eCPM floor (also known as a minimum eCPM) for the AdMob Network in the mediation setup for each of your ad units. By setting an eCPM floor, you are instructing the AdMob Network not to serve ads that are below the minimum eCPM you've set.

Setting an eCPM floor is likely to affect overall monetization. A high eCPM floor value will likely cause a decrease in the fill rate. You should monitor the eCPM floor placement with other ad networks to make sure you're maximizing total revenue.

How it works

When you set an eCPM floor value, the AdMob Network will return ads only if the per-impression eCPM is above the floor value that you set. If the per-impression eCPM does not meet the floor value, the request will not be filled by the AdMob Network and mediation will continue as normal.

The AdMob auction is run on a per-impression basis, and advertisers can bid on clicks (CPC) or impressions (CPM). Because eCPMs include a blend of CPC and CPM ads, AdMob will enforce the eCPM floor for the AdMob Network on a best-effort basis. For CPM ads, AdMob will exclude CPM bids below the eCPM floor. For CPC ads, AdMob predicts the expected CPM (eCPM) for each impression based on the likelihood that the winning ad will be clicked, and then excludes the CPC ads with a predicted eCPM below the eCPM floor.

Configuration options

In addition to enabling eCPM floor for the AdMob Network, we also recommend always checking the Optimize AdMob Network box. When selected, AdMob will optimize the AdMob Network line item in your mediation configuration to maximize yield.

 
eCPM floor Optimize AdMob Network
(recommended)
Mediation behavior
OFF OFF The specified eCPM value is used to position the AdMob Network against other ad networks in mediation.
OFF ON The AdMob auction is run prior to ordering ad networks in mediation. The AdMob Network is positioned against other networks based on the winning bid.
ON OFF The specified eCPM value is used to position the AdMob Network against other ad networks in mediation. It is also used as a minimum eCPM when running the AdMob auction.
ON ON The AdMob auction is run prior to ordering ad networks in mediation. The specified eCPM is used as a minimum eCPM when running the AdMob auction, but the winning bid determines the position of the AdMob Network against other ad networks.

Country-specific settings

Country-specific eCPM floors override the AdMob Network eCPM floor field setting for users located in each selected country. This applies to any combination of the options listed above.

See an example setup

What would happen if the following options were selected in AdMob?

  • The AdMob Network eCPM floor is enabled and Optimize AdMob Network is disabled.
  • The default eCPM field is set to $2.
  • The country-specific eCPM field for Canada is set to $3.

 


 

Answer

  • For users outside of Canada, the AdMob Network would be positioned in mediation using a value of $2. An auction will be run with a minimum eCPM of $2.
  • For users inside of Canada, the AdMob Network would be positioned in mediation using a value of $3. An auction will be run with minimum eCPM of $3.

AdMob Beta

You can set an eCPM floor (also known as a minimum eCPM) for each call to the AdMob Network in a mediation group. By setting an eCPM floor, you are instructing the AdMob Network not to serve ads that are below the minimum eCPM you've set.

Setting an eCPM floor is likely to affect overall monetization. A high eCPM floor value will likely cause a decrease in the fill rate. You should monitor the eCPM floor placement with other ad networks to make sure you're maximizing total revenue.

How it works

When you set an eCPM floor value, the AdMob Network will return ads only if the per-impression eCPM is above the floor value that you set. If the per-impression eCPM does not meet the floor value, the request will not be filled by the AdMob Network and mediation will continue as normal.

The AdMob auction is run on a per-impression basis, and advertisers can bid on clicks (CPC) or impressions (CPM). Because eCPMs include a blend of CPC and CPM ads, AdMob will enforce the eCPM floor for the AdMob Network on a best-effort basis. For CPM ads, AdMob will exclude CPM bids below the eCPM floor. For CPC ads, AdMob predicts the expected CPM (eCPM) for each impression based on the likelihood that the winning ad will be clicked, and then excludes the CPC ads with a predicted eCPM below the eCPM floor.

Configuration options

In addition to enabling eCPM floor for the AdMob Network, we also recommend always enabling the Optimize option. Optimization allows the AdMob Network to try and help maximize the revenue generated by your ad units.

 
eCPM floor Optimize
(recommended)
Mediation behavior
OFF OFF You set a manual eCPM value, which is used to position the AdMob Network against the other ad networks in the mediation group.
OFF ON The AdMob Network is positioned dynamically in the mediation group based on automatic adjustments to its eCPM.
ON OFF The floor value is used to position the AdMob Network against other ad networks in the mediation group. It is also used as the minimum eCPM.
ON ON The AdMob Network is positioned dynamically in the mediation group based on automatic adjustments to its eCPM. The specified eCPM is used as a minimum eCPM, and the AdMob Network isn't allowed to be assigned anything lower.

 

Inaccurate floors in new ad units

If you've set up a new ad unit in AdMob with an eCPM floor, it might take a week or more for AdMob to apply the eCPM floor accurately. CPC ads can't be capped until AdMob observes enough traffic in your ad unit to calculate eCPM. If you see eCPMs in your performance reports below the eCPM floor you've set, it means AdMob is still learning and adjusting based on user behavior.

 

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