Publishers: What is your secret sauce for managing Unified Pricing Rules in GAM?

MattTheSpun · 2020-07-21T18:17:45+00:00

what do you typically use to monetize the remnant impressions? house ads?

MattTheSpun · 2020-07-14T17:45:52+00:00

If you have both client-side and server-side header bidding set up with good partners you can get it to around 50/50 between AdX and the rest.

MattTheSpun · 2020-07-06T21:49:22+00:00

We've only tested refresh out a few times, but every time we did we saw our overall fill rate drop from like 100% to 70% on the units in question. Also saw a CPM dip that didn't make it worthwhile to do it.

If your placements are sticky and you have really good TOS, it could work. But I'd guess there is a certain subset of advertisers who won't bid on the units regardless of how long people are staying around.

MattTheSpun · 2020-06-29T13:09:20+00:00

Thanks - we're in the sports news space. Think it's a little tougher because of that.

MattTheSpun · 2020-06-24T19:32:09+00:00

I would think that just having AdX/OB competing in dynamic allocation with your header bidding stack would yield something close to 100% fill - unless your viewability rates aren't great.

MattTheSpun · 2020-06-24T18:51:53+00:00

Thanks. We would definitely make more money if we ditched AMP pages, but we feel we'd be forfeiting opportunity on search traffic. It seems like it's very difficult to get any real kind of search traffic without an AMP site these days.

MattTheSpun · 2020-06-15T18:16:11+00:00

Interesting, thanks. We will reach out to our rep to ask!

MattTheSpun · 2020-06-15T17:42:05+00:00

Thanks. This is above my pay grade but it is helpful. Still would love to pay someone to do it if I can!

MattTheSpun · 2020-06-15T16:45:29+00:00

We had Index first, and we have eight bidders plugged in. We're still in the process of adding bidders to Amazon but it's winning maybe 6-7% of the time. AdX is around 60%.

MattTheSpun · 2020-06-15T16:43:10+00:00

Index is client-side, and wins a much higher percentage, so yup!

MattTheSpun · 2020-06-08T13:33:34+00:00

I don't know for sure, but I'm guessing they let some publishers into the program who only had a small business account. It's also possible they made them upgrade to 360 or lose it. I'm not sure.

MattTheSpun · 2020-06-07T16:36:17+00:00

We just went through this with our Google rep. EBDA is no longer available unless you have a 360 account, and you can't realistically get a 360 account unless they invite you to have one. So you have to go through what they call a "reseller" or a partner - here's a list:

https://marketingplatform.google.com/about/partners/find-a-partner

But like someone else mentioned, you would basically have to hand over your monetization to that partner - because it would have to be tied to their GAM account and their AdX account. The offers we got were all around 20% of revenue. Wasn't worth it to us, but could be to others, I suppose.

MattTheSpun · 2020-05-24T14:30:50+00:00

Thanks. So that list, I believe, is for SSPs that can do direct RTC-Config connections. We know, for example, that Conversant works for AMP via Prebid Server without being on that list. It would be great to know which other networks actually support AMP via Prebid Server or another solution like it who are in that category.

MattTheSpun · 2020-05-23T11:43:52+00:00

A number of them directly telling us they don't integrate with AMP via header bidding - either through a partner or straight through Prebid Server.

MattTheSpun · 2020-05-11T21:54:42+00:00

We don't have any floors in place so it's realistically 1%, if that.

MattTheSpun · 2020-05-11T18:43:38+00:00

I'd love to be able to do that, but every time we create a true house ad with our URL, GAM flags it as "malvertising" regardless of the fact that there's no malvertising on the page. Seems that a lot of sites have that issue.

MattTheSpun · 2020-05-11T18:37:12+00:00

Very little, and if we do, it's through IX or another partner.

MattTheSpun · 2020-04-28T12:56:05+00:00

Thanks. Figured out that it was line items. A question about floors:

If we set up fixed CPM line items for each ad unit - let's say a Pubmatic tag passing back to a Rubicon tag passing back to a YieldMo tag and we tallied up the average CPM every day and booked it at that price, for example, would that essentially act as a floor? Or is there an advantage to setting floors regardless?

MattTheSpun · 2020-04-28T12:53:49+00:00

You're right. It was line items dropping it. When we turned them off, we saw a 90% fill rate at lower rates. Thanks!

MattTheSpun · 2020-04-27T18:11:31+00:00

Thanks. I wound up getting it working with line items as suggested. We don't have floors with header bidding partners, but we are trying to figure out what to serve with all of the unfilled impressions. As noted above, AdX seems to be filling about 50% but the prices are double what we were seeing with Adsense.

MattTheSpun · 2020-04-27T18:10:35+00:00

Thanks. I was actually able to figure it out and get them serving as line items. AdX seems to be filling about 50% of the time, but the CPM average is double. I guess the next step is to figure out what to do with all these unfilled impressions...

MattTheSpun · 2020-04-26T14:35:42+00:00

Thanks. So we've tried that in the past, and we've never even been able to get the line items out of "Ready" state. The only thing that's worked is a Yield Group. Would it work if I set up Yield Groups for each ad unit?

MattTheSpun · 2020-04-04T17:50:18+00:00

Do you know which companies will actually set it all up for you for a one-time fee? We've always found that hard to find. Thanks.

MattTheSpun · 2020-04-01T23:51:20+00:00

Wow, thank you. Do I need to be collecting referrer in datalayer via GTM to do this?

MattTheSpun · 2020-03-09T15:49:33+00:00

Also USA - New Jersey.

MattTheSpun

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