If you set a lower CPM rate for the inventories, buyers may leverage bid shading which will further lower your ad revenue.Īccording to AdExchanger, buyers may lower the CPM rates by 20% if they use bid shading. Since UPRs unifies all the ad inventories, setting the pricing rules according to the ad inventories will increase the overall revenue. For example, an inventory may yield better for sports advertisers but it may not get expected CPM rate from a travel advertiser. On every website, a specific portion of the audience and ad slots may be attracted to a specific advertiser.
So, here is a list of strategies/actions to set-up Unified Pricing Rules optimally. On the other hand, setting too low might attract the irrelevant advertisers. Though it created a unified auction for all, a publisher who hasn’t set-up UPRs optimally may lose revenue because of multiple factors.įor example, setting floor prices too high might drive away the advertisers. Here we are going to help you understand why you’re not able to get the desired revenue as well as how to get the most out of the Unified Pricing Rules with an optimal set-up.Īs a reminder, Google has introduced Unified Pricing Rules to centralize the setting and management of the price floor or target CPM in the Ad Manager. If you’re also standing in the same queue for the answer, then this article is for you.
Knowing how and where to optimize your pricing rules is essential to maximizing your ad revenue. While publishers agree that the Unified Pricing Rules have simplified the auction dynamics, some publishers have overlooked the pricing rules and they aren’t able to generate the desired yield. Unified Pricing Rules came into effect by the end of 2019 and every publisher must have made the changes accordingly.
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