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Pricing

Pricing

Background

Pricing Control has been designed to enable smart pricing strategies and efficient programmatic sales processes. Pricing Control provides control of floor prices for all types of campaigns, demand sources and inventory in a single place.

How does it work?

The first step is to understand that all your rules are split into two groups: Publisher and Improve. Improve rules apply to RTB and demand from Improve Digital Marketplace, Publisher rules apply to deals and IO campaigns booked by the publisher.

Then, the priority of the rule depends on the selected elements. Every element has a place in the hierarchical funnel. Here, the higher the element sits in the pyramid, the higher its priority.

Furthermore, floor pricing rules can consist of one or multiple elements. When there is more than 1 element in the rule, the rule is applied with the hierarchical level of the highest element. For instance, a rule on Site and RTB Advertiser, where the latter is higher than the other in terms of hierarchy, implies that the entire rule belongs to the RTB Advertiser priority level in the stack.

This logical structure allows to apply very granular rules and adopt any floor strategy. 

Available Elements

The following elements can be selected to be part of a price rule. The hierarchy detailed below, with the higher elements taking priority over lower elements. Note that some elements are only applicable to specific buying types, where all includes Classic, RTB and Deal.

Element

Definition

Buying Type

Audiences

Applies to keyvalues if they are present in the ad request.

Classic

Advertisers

Applies to campaigns created with the selected advertiser

Classic

Agencies

Applies to campaigns created with the selected agency

Classic

Advertiser Categories

Applies to campaigns created with an advertiser which is assigned the selected advertiser category

Classic

RTB Advertisers

Applies to DSP bids from selected advertisers

All

RTB Buyers

Applies to DSP bids from selected buyers

All

Buying Entity Offices (BEO)

Applies to DSP bids on line items from the selected BEO

All

Buying Entities (BE)

Applies to DSP bids on line items from the selected BE

All

Placements

Applies to the selected placement

All

Sizes

Applies to the selected sizes of the creative in the bid

All

Sites

Applies to placements belonging to this site

All

Channels

Applies to placements contained within this channel

All

Buying Types

Applies if the line item has this buying type

As selected in the rule

Country

Applies to the website users country or IP country translation if country is not specified in the bid request

All

Device Type

Applies if the bid request is from this device

All

Platforms

Applies if selected platform is the placement platform type

All

Subpublishers

Applies if the sites belong to this subpublisher

All

 

 

Example

Scenario: as a general rule all the demand partners buying via open RTB should pay above 0.2 Euro. However, Billboard being a high impact format is at least 1 EURO.

Here, we need to setup 2 rules in this case:

  • General: Buying type RTB – 0.2

  • Billboard: Buying type RTB + size 970x250 – 1 

As Buying Type is low in the priority stack, it is applied as a general role for any open RTB bid. However, if there is a bid for the billboard format, floor price will be 1 euro, as Size is higher in the pyramid.   

  

How to add a Floor Price rule

  1. Navigate to Settings > Pricing Control

  2. Choose Improve for Improve Digital RTB demand or Publisher for your own campaigns (Classic and Deal ID)

  3. Click +Add New Rule

  4. Add a name and minimum CPM price for the rule

  5. Activate the elements you need for the rule with the toggle switch on the right

  6. Select the relevant options you want the rule to apply for

  7. Click Save