Pricing

Campaign costs are defined, managed, and tracked using line-level billing configurations.

Depending on the billing method specified, ad placements are sold on an oCPM (optimized cost per one thousand impressions), fixed CPM (cost per one thousand impressions), fixed CPC (cost per click), CPCV (cost per completed view), or vCPM (viewable cost per 1000 impressions) basis.

The DSP platform supports the following billing methods:

Billing Method Description
oCPM Billing oCPM billing is a margin-plus pricing model that bills the advertiser based on a CPM basis, while optimizing line performance to meet campaign objectives.
Fixed CPM Billing Fixed CPM lines bill advertisers at a flat rate per one thousand impressions of a display, video, or audio ad.
vCPM Billing (Managed campaigns only) vCPM billing bills advertisers at a flat rate per one thousand viewable impressions of a video ad.
Fixed-CPC Billing Fixed CPC lines bill advertisers at a flat rate per click delivered by a display ad.
CPCV Billing CPCV billing bills advertisers at a flat rate per completed view of a video ad.
CPV Billing A CPV-priced goal is a goal configured for a video line that uses cost per view (CPV) pricing.
CPCL Billing A CPCL-priced goal is a goal configured for an audio line that uses cost per completed listen (CPCL) pricing.

A line’s billing method determines more than just the pricing model that the platform uses to calculate the cost of the campaign. The pricing model also defines the line’s bid method (the method the platform uses to calculate the bid price) and constrains the goal types available to define line objectives, To learn more, see Goals Overview.

oCPM Pricing

oCPM is a margin-plus pricing model that enables dynamic bidding and optimization towards campaign objectives as specified in line goals. The advertiser is billed a specified percentage (profit margin) above the cost oCPM.

The bid price and advertiser cost calculations depend on the margin type specified for the line (total budget or buyer cost).

oCPM enables advertisers to control costs by specifying a ceiling on their ad spend based on a maximum CPM price and to optimize bidding towards ad placements that are likely to meet advertiser-specified line performance goals.

The moment you specify oCPM as the line’s billing method, the Budget & Pricing area dynamically displays fields that define oCPM billing and budget properties.

budget-and-pricing-section

Advertisers can specify how margin is calculated when they configure margin management for a line.

oCPM billing is defined by a profit margin that represents a percentage of the buyer cost or the line’s total budget.

Property Description
% Profit Margin Specifies the percentage above the cost oCPM.
Margin Type

The Margin Type specifies the method used to calculate the line’s profit margin.

  • The Buyer Cost option calculates the profit margin as a percentage of the buyer cost where Buyer Cost = Inventory Cost + Yahoo Fees. This option excludes all variable costs.
  • The Total Budget option calculates the profit margin as a percentage of advertiser spend, which includes all costs (inventory, Yahoo fees, and variable costs).

The oCPM option defines both the billing method (the method used to calculate the advertiser cost) and the bid strategy (the method used to calculate the bid price) for a line.

The DSP optimizes line bidding towards ad placement opportunities that are more likely to deliver on the line’s goals. In DSP, the billing method constrains the goal types available to the line. To learn more, see oCPM-Billing Goals.

To configure oCPM billing:

  1. In the Budget & Pricing area, select the oCPM option in the Billing Method drop-down list.

  2. Specify the desired profit margin in the % Profit Margin field.

    The profit margin specifies a percentage of the margin (either buyer cost or total budget).

  3. Select an option from the Margin Type drop-down list.

    Choose either Buyer Cost or Total Budget.

  4. Select a Budget Type.

You can configure oCPM billing to measure its budget based on currency spent or impressions served.

  • Currency-based budgets track budget based on the amount of money spent. (The currency used to track the budget is specified at the campaign level.)
  • Impression-based budgeting allows you to control the number of impressions a line delivers, and respects the line’s Max CPM price, daily pacing, optimization goals, and targeting options.
  1. Specify the line’s total budget in the Total Budget field.

    Specify the budget in either dollars or impressions, depending on the Budget Type you selected.

  2. To specify the daily budget, select the daily budget type in the Daily Budget Type drop-down list.

    The Daily Budget Type drop-down list displays two options:

    • Specified Amount. Enter either a dollar amount or impression count (depending on the Budget Type selected). The field will be labeled either Daily Budget Amount or Daily Impressions based on your selection.
    • Auto Allocated. DSP allocates the budget based on the overall budget and the number of days left in the line’s flight.

Note

If a line has reached its total or daily budget, you can edit the line item to add additional budget. After you add the new budget, line items begin serving impressions within about five minutes.

Fixed-CPM Pricing

With Fixed-CPM pricing, advertisers are billed at a flat rate per one thousand impressions.

If the line spends its total or daily budget, you can increase the budget by updating the line’s total budget or daily budget. Once you increase the budget, the line will resume serving impressions within five minutes.

The moment you specify fixed CPM as the line’s billing method, the Budget & Pricing area dynamically displays fields that enable you to configure line billing and budgets.

budget-and-pricing-section

The value specified in the Bill Price field defines the amount to be billed per one thousand impressions.

You can configure fixed-CPM billing to measure its budget based on currency spent or impressions served.

  • Currency-based budgets track budget based on the amount of money spent. (The currency used to track the budget is specified at the campaign level.)
  • Impression-based budgeting allows you to control the number of impressions a line delivers, and respects the line’s Max CPM price, daily pacing, optimization goals, and targeting options.

In DSP, the billing method constrains the goal types available to the line. Line billing and line bidding are decoupled. Although you are billed based on the number of clicks the line generates, line bidding can be optimize to further other objectives. To learn more, see Fixed CPM-Billing Goals.

To configure fixed-CPM billing:

  1. Choose the Fixed CPM option in the Billing Method drop-down list.
  2. Specify the amount you want to pay per thousand impressions in the Bill Price field.
  3. Specify the budget type in the Budget Type field.
    • To configure currency-based budgeting, select the currency option (e.g. US Dollar) in the Budget Type drop-down list and specify the line’s total budget in the Total Budget field.
    • To configure impression-based budgeting, select the Impression option in the Budget Type drop-down list and specify the number of impressions to buy.
  4. Select option in the Daily Budget Type drop-down list.
  • To configure your own daily budget, select the Specified Amount option in the Daily Budget Type drop-down list and specify the number of impressions you want to purchase each day in the Daily Impressions field or specify the daily budget in the Daily Budget Amount field.
  • To configure an auto-allocated daily budget, select the Auto Allocated option in the Daily Budget Type. DSP determines the budget or number of impressions to serve based on the overall budget and the number of days left in the line’s flight.

vCPM Pricing

For managed campaigns on the GAN seat, the vCPM pricing model bills advertisers at a flat rate per one thousand viewable video impressions.

If the line runs out of budget, update the line’s total budget or daily budget and the line will resume serving impressions within five minutes.

When you specify vCPM as the line’s billing method, the Budget & Pricing area dynamically displays fields you can use to configure the line budget and pricing.

vcpm-billing

The value you specify in the Bill Price field defines the amount to be billed per one thousand viewable video impressions.

In DSP, the pricing method constrains the goal types available to the line. Although you are billed based on the number of viewable impressions the line generates, you can optimize your line bidding to further other objectives. To learn more, see vCPM-Billing Goals.

To configure vCPM billing:

  1. Choose the vCPM option in the Billing Method drop-down list.
  2. Specify the amount you want to pay per thousand viewable impressions in the Bill Price field.
  3. Specify the total budget in the Total Budget field.
  4. Select option in the Daily Budget Type drop-down list.
  • To configure your own daily budget, select the Specified Amount option in the Daily Budget Type drop-down list and specify the daily budget in the Daily Budget Amount field.
  • To configure an auto-allocated daily budget, select the Auto Allocated option in the Daily Budget Type. DSP determines the budget based on the overall budget and the number of days left in the line’s flight.

Fixed-CPC Pricing

With Fixed CPC billing, you pay a fixed price per click.

Fixed CPC billing automatically sets the line’s goal type to CPC (cost per click).

The moment you specify fixed CPC as the line’s billing method, the Budget & Pricing area dynamically displays fields for configuring fixed-CPC billing and budgets.

Fixed-CPC Billing

In DSP, the billing method constrains the goal types available to the line. Line billing and line bidding are decoupled. Although you are billed based on the number of clicks the line generates, line bidding can be optimize to further other objectives. To learn more, see Fixed CPC-Billing Goals.

To configure fixed-CPC billing:

  1. In the Budget & Pricing area, select the Fixed CPC option in the Billing Method drop-down list.
  2. Specify the amount you want to pay for each click in the Bill Price field.
  3. Specify the total budget in the Total Budget field.
  4. Select an option in the Daily Budget Type drop-down list.
  • To configure your own daily budget, select the Specified Amount option in the Daily Budget Type drop-down list and specify the daily budget in the Daily Budget Amount field.
  • To configure an auto-allocated daily budget, select the Auto Allocated option in the Daily Budget Type. DSP determines the budget based on the overall budget and the number of days left in the line’s flight.

CPCV Pricing

With Cost per Completed View (CPCV) billing, you’re billed a flat rate each time an end-user watches a video in its entirety.

Fixed-CPC Billing

CPCV billing is only supported for video lines.

Video lines using the CPCV billing method support the following goal types: CPCV, CPI and None.

To configure CPCV billing:

  1. Choose the CPCV option in the Billing Method drop-down list.
  2. Specify the amount you want to pay for each completed video view in the Bill Price field.
  3. Specify the total budget in the Total Budget field.
  4. Select an option in the Daily Budget Type drop-down list.
    • To configure your own daily budget, select the Specified Amount option in the Daily Budget Type drop-down list and specify the daily budget in the Daily Budget Amount field.
    • To configure an auto-allocated daily budget, select the Auto Allocated option in the Daily Budget Type. DSP determines the budget based on the overall budget and the number of days left in the line’s flight.

CPV Pricing

With CPV billing, you pay a fixed price per video view. You also select the duration (in seconds) that sets the amount of time a user must view the video for it to count as a view.

CPV Billing

CPV billing is only supported for video lines.

Video lines using the CPV billing method only support a CPV goal.

To configure CPV billing:

  1. Choose the CPV option in the Billing Method drop-down list.
  2. Select a duration in seconds (15 seconds or 30 seconds) to define what constitutes a video view.
  3. Specify the amount you want to pay for each video view in the Bill Price field.
  4. Specify the total budget in the Total Budget field.
  5. Select an option from the Daily Budget Type drop-down list.
    • To configure your own daily budget, select the Specified Amount option in the Daily Budget Type drop-down list and specify the daily budget in the Daily Budget Amount field.
    • To configure an auto-allocated daily budget, select the Auto Allocated option in the Daily Budget Type. DSP determines the budget based on the overall budget and the number of days left in the line’s flight.

CPCL Pricing

With Cost per Completed Listen (CPCL) billing, you pay a fixed price each time an end-user listens to an audio ad in its entirety.

CPCL Billing

CPCL billing is only supported for audio lines.

Audio lines using the CPCL billing method support two goal types: CPCL and None.

To configure CPCL billing:

  1. Choose the CPCL option in the Billing Method drop-down list.
  2. Specify the amount you want to pay for each completed audio ad listen in the Bill Price field.
  3. Specify the total budget in the Total Budget field.
  4. Select an option in the Daily Budget Type drop-down list.
    • To configure a your own daily budget, select the Specified Amount option in the Daily Budget Type drop-down list and specify the daily budget in the Daily Budget Amount field.
    • To configure an auto-allocated daily budget, select the Auto Allocated option in the Daily Budget Type. DSP determines the budget based on the overall budget and the number of days left in the line’s flight.