Audience Data CPM Pricing

Audience Data CPM Pricing Model supports Oath’s strategic decision to move DSP to a CPM pricing model for data charges. This feature allows you to see data CPM per audience in Audience Builder (Composite Audiences) and line targeting.

Audience Data CPM pricing is available to self-service seats whose billing contracts are set to the CPM pricing model. To start taking advantage of Audience Data CPM pricing, contact your Oath representative.

Important

Audience data CPM pricing is not available in the Asia Pacific (APAC) or Latin America (LATAM) regions at this time.

How it Works

If Audience Data CPM pricing is enabled for your seat, you can build composite audiences with full visibility into the display and video CPM rates for the audience. The data costs are determined at a fixed CPM rate based on the data you select.

data-cpm-pricing

After you build your audiences, you target the audiences at the line level on the Targeting page.

Create a Data CPM-Billed Audience

If your seat is enabled for Audience Data CPM pricing, you can create a composite audience with transparent CPM billing.

To create a data CPM-billed audience:

  1. Navigate to the advertiser Audiences page or seat Audiences page.

If you need help, check out the following help sections:

  • navigate-to-the-advertiser-audiences-page
  • navigate-to-the-seat-audiences-page
  1. Click the Audience Builder button.

You see the Audience Builder.

  1. On the left side of the Audience Builder, click the Composite Audience button.
data-cpm-pricing

Configure Data CPM-Billed Audience Settings

To configure your composite audience settings, you name and activate your audience, and select your data sources.

Name and Activate Your Audience

  1. In the Audience Name field, type a name for your audience.
  2. If you are ready to make the audience active, move the Status slider to the right.

Select the Data Sources

In the Available Audiences area, you can search or browse for specific audiences, and add them to the Included Audiences or Excluded Audiences area. Follow these instructions to select the data sources for the audience definition.

  1. Locate the Available Audiences area of the page.
  2. Filter the available audiences to narrow down the number of choices. Click the Filter icon, and select the audience types you want to search or browse.
audience-filter-drop-down-list
  1. Locate the segments you want to include in the audience by typing a name, keyword, or ID in the Search by Audience keyword or ID field or by browsing the audience categories.
  2. Click the plus sign to include an audience in the definition.
expand-an-audiences-category

You see the Include In dropdown list.

5. Select the group in which you want to include the audience. For example, select Group A.

include-in-drop-down-list

You see the audience in the Included Audiences, Group A on the right side of the page.

view-included-audiences
  1. Repeat steps 4 and 5 to include additional audiences. Do the following:
  • Include additional audiences in Group A if you want to set up ANY logic, wherein users that match any of the criteria are included.

For example, to include users who are either in the Automotive audience or the Animals and Pets audience, add the Automotive audience to group A.

audiences-included-in-group-a
  • Include additional audiences in a New Group if you want to set up AND logic, wherein users that match both sets of criteria are included.

For example, to include users who are either in the Automotive audience or in the Animals and Pets audience, but also in the Computers audience, add the “Computers” audience to a new group.

included-groups-a-and-b
  1. To exclude an audience, click the Exclude button for that audience.
new-exclude-group

For example, if you don’t want to include coupon users, exclude the “Coupons” audience.

included-and-excluded-groups
  1. Click Build Audience.

Composite audiences take about 48 hours to populate.

How the Audience Data CPM is Calculated

The Display Rate and Video Rate on top of the Selected Audience box display the final CPM for the selected segments and the boolean logic used in a composite audience.

Note

Excluding audiences is offered free of charge.

Example 1 OR Logic

Within an composite audience with OR logic, the final CPM for the group is the average cost of the segments in the group. For example:

Composite Audience1 = (Segment A1 OR Segment A2 OR Segment A3)
Segment A1 = $1.00, Segment A2 = $1.50, Segment A3 = $0.75
Final CPM = ((1.00 + 1.50 + .75) / 3)
Final CPM = 3.25 / 3 = $1.08

Example 2 AND Logic

If more than one group is used in the inclusion list, thereby introducing the AND logic, the final CPM will be the addition of the CPM costs for the groups.

Composite Audience2 = (Segment A1 OR Segment A2 OR Segment A3) AND (Segment A4 OR Segment A5) AND NOT Segment A6
Segment A1 = $1.00, Segment A2 = $1.50, Segment A3 = $0.75, Segment A4 = $0.75, Segment A5 = $1.00, Segment A6 = $0.50
Final CPM = ((1.00 + 1.50 + .75) / 3) + ((.75 + 1.00) / 2)
Final CPM = 1.95833333, round up to $1.96

Target a Data CPM-Billed Audience

You can target CPM-based audiences at the line level on the Targeting page. The data fee for the targeted audiences and segments is shown as a range in the upper-right corner of the Audiences and Pixels area on the Targeting page.

audience-cpm-targeting

The data fee for a given impression depends on the segment or audience the user is associated with, as follows:

  • If a user is found in only one audience or segment, that audience or segment CPM applies.
  • If a user is found in multiple segments or audiences within the targeting expression, the cheapest rate applies.

Note

Separate CPM charges may apply for other targeting attributes, such as demographic and contextual targeting.

For details on audience and pixel targeting, see Audience on the help page for Targeting.