Understanding Unified Pricing Rules
What Are Unified Pricing Rules?
Unified Pricing Rules (UPR) is a feature in Google Ad Manager that allows publishers to manage floor prices across multiple programmatic demand sources. It enables setting consistent pricing rules for all indirect demand channels, including Open Auctions, Private Auctions, and First Look demand.
Benefits of Implementing UPRs
Streamlined Pricing Management
UPRs simplify the pricing structure by centralizing floor price management. This ensures that bids below a specified threshold are excluded from auctions, potentially increasing revenue by preventing low bids from winning impressions.
Applying Unified Pricing Rules
Where UPRs Take Effect
UPRs apply to various ad formats and demand types, including header bidding, open auctions, private auctions, Open Bidding, and AdSense backfill. However, they do not apply to Programmatic Direct deals or house line items.
Optimizing UPR Strategy
Setting Effective Price Floors
To optimize UPRs, publishers should set price floors based on inventory value. Analyze winning CPMs from buyers in auctions and adjust floor prices accordingly to prevent bid shading, which can lower ad revenue by up to 20%.
Transitioning to Unified Pricing Rules
Steps for Smooth Implementation
When transitioning from Open Auction Pricing Rules to UPRs, start by replicating existing rules with slightly lower floor prices. Deactivate old rules for selected ad units and closely monitor performance metrics to make necessary adjustments.
Maximizing CPMs with UPRs
Tailoring Rules to Inventory Performance
Group countries with similar CPM performance (+/-0.05 CPM) into the same pricing rule. Create separate UPRs for countries with significant CPM differences, considering fill rates to optimize overall revenue.
Advanced UPR Techniques
Leveraging Technology for Optimal Pricing
Many ad-tech companies now offer advanced techniques to help publishers find optimal pricing for auctions. These tools can automate the process of finding the best Fill Rate/CPM ratio in real-time, saving time on reporting and pricing adjustments.
Embracing UPRs for Revenue Growth
By effectively implementing and optimizing Unified Pricing Rules, publishers can gain better control over their ad inventory’s value, potentially boosting CPMs and overall ad revenue in the competitive programmatic advertising landscape.