Playbook: build a first-price floor ladder that doesn't choke fill

Playbook: build a first-price floor ladder that doesn't choke fill
Watching: flat floors in a first-price world either leave bid shading on the table or kill demand.

— Pull historical clearing CPM distribution per ad unit
— Set floors at roughly the 40th percentile, not the median
— Ladder floors by format: native and video higher than display
— Exempt house and PMP deals from the dynamic floor
— A/B one ad unit floor-on vs floor-off for 7 days before rollout

Impact: floors set too aggressively cost more in lost fill than they recover. rumor