GAM Unified Pricing Rules

While tech companies are jumping on the curation bandwagon, publishers are left to navigate a new normal in programmatic advertising, where they often don’t have a say.

Publishers were encouraged to see the DOJ highlight Google’s stranglehold on the ad server market and its attempts to weaken header bidding.

Setting price floors can unlock additional revenue. But only by setting the “right” floor for any given impression can you increase and not harm yield.

Google announced it will add the Optimized Pricing feature to its current ad inventory pricing model, Unified Pricing Rules (UPR), for all publishers. The idea is to protect the value of publisher inventory by preventing buyers from purchasing it for less than what it’s worth, writes Kean Wang, VP of product and strategy at Intowow. But how will Google determine inventory worth when it provides services for both publishers and buyers?