How can Publishers Set Dynamic Floor Pricing Across GAM, Amazon, and Prebid?

By Angela Oladipupo

Traditionally, dynamic flooring has been understood as an intelligent method to adjust floor prices proactively based on real-time data from every impression, however, its own set of challenges and skepticism constantly leaves publishers asking “In a fluctuating landscape, how can I determine prices accurately? ”?

Given the variations in performance among different providers with some solutions falling short of optimizing revenue, merely redistributing it among demand partners.?

This approach often leaves publishers with manually monitoring a lot of different segments of traffic and managing floors for some of them based on assumptions and estimates.

It’s also prone to inconsistent results and oversight, and it often hurts revenue if it’s not updated frequently enough. It also costs a lot of internal resources to maintain something that can be more precisely optimized with machine learning.

How can Publishers determine & set accurate prices according to market value?

• By leveraging the power of AI and machine learning, enabling them to predict optimal inventory prices and adjust floors dynamically.?
• Rapid adaptation to market changes, including both known and unknown events. As well as access to flexibility across GAM, Amazon, and Prebid, seamlessly tailoring floors to each demand partner's requirements.
• Using real-time predictions for every impression, and bid request that is happening on the display side, as well as using different prices for creative sizes for the same placement to ensure precise pricing.?
• Run all predictions directly within the browser to avoid additional latency or delay in the action.

How does dynamic floor pricing work?

A good dynamic floor solution generally uses a three-tiered approach: Control, Exploration, and Optimized Groups. The system sets smart floors on the impression level, leveraging real-time data, user-specific information, and various dimensions that are not available on GAM such as User Segments, UTMs, Layout, and Session Depth to adjust to market values dynamically.

Find out how it works in detail.

The benefits of dynamic floor pricing

A good dynamic flooring solution will give you a floor price strategy to implement. The best dynamic flooring solution will work closely to analyze your data points, test different floor pricing strategies, and build innovative solutions to make your price floors more efficient and effective for your goals. Other benefits include

• Set an infinite number of granular floors with real-time user CPM based on page content, user data, traffic source, technical specs, and other variables
• Handles full hands-free integration with your existing ad stack
• Optimize for Revenue per Visit.?
• Apply advanced machine learning to continuously adjust floors based on the latest market data
• Pass the optimal CPM floor for every ad placement on every pageview
• Automate your flooring optimization
• Real-time data processing and responsiveness
• Granular data reporting and analytics
• Customization and flexibility
• Cost-effectiveness and ROI
• 20 hours/day support and training resources

Embrace the future of AI dynamic flooring?

Embracing the power of AI-based solutions has become crucial in this pursuit, as it enables publishers to optimize their operations and secure a larger share of the advertising pie. Advanced platforms utilizing AI, revenue predictions, and machine learning algorithms offer sophisticated, data-driven floor pricing strategies.

The best dynamic flooring system stands out in the dynamic flooring arena, not just for its real-time pricing adjustments but also for its innovative use of AY's powerful machine learning, with more than 70 billion monthly impressions around the world but also for its 99% hands-free integrations.

The AY Yield Optimizer has seen success amongst pubs with its average results being 15%. This is a result of the solution's advanced algorithms (and other features) taking into account an extensive range of factors, making it a formidable tool for publishers to combat prevalent issues such as bid shading and optimize their ad stack for maximum efficiency and profitability.

Learn more on how to refine your floor pricing strategies for ad revenue success: Talk to us!

#ProgrammaticAdvertising #Publishers #AdTech #RevOps