Hard price floors vs Unified Pricing Rules: when to cap demand

Hard price floors vs Unified Pricing Rules: when to cap demand

Benchmark drop. Effect of a $0.50 floor on a $1.20 median-CPM unit (n=70 sites):

— No floor: fill 98% ▮▮▮▮▮▮▮▮▮ avg CPM $1.20
— Floor $0.50 via UPR: fill 94% ▮▮▮▮▮▮▮▮ avg CPM $1.41
— Floor $1.10 (too high): fill 61% ▮▮▮▮▮▮ avg CPM $1.85

Unified Pricing Rules (Google's floor system) beat hardcoded prebid floors because they apply across all demand uniformly. Static prebid floors only gate one bidder, letting low Google demand sneak through.

Set floors at the 25th percentile of historical winning CPM, not the median. Higher and you starve fill.

So what: 25th-percentile UPR floor vs no floor — net revenue ▲ 5.4%, fill ▼ 4%.