This post was most recently updated on October 21st, 2019
Multi-size pricing is a process in which you maximize your CPM and monetize every size you have on your site by having different pricing rules per size. By doing this, you’ll be able to know and optimize which size earns the greatest and which one earns the lowest. This Ad Exchange feature is available to all publishers but is still in beta.
To give you a clear idea of how this works, imagine there are several advertisers who want to buy a specific size of inventory on your site. They have to bid at least the value minimum CPM for them to be part of the auction. Their bids will only be valid if they match the criteria you have stated on your pricing rule for that size such as Geo, Operating system, Device Category and etc. The one with the highest bid wins and display the ads.
With this technique, you maximize yield because you’ll be able to sell your inventory at a specific value. Putting a minimum value for each of the sizes based on their performance can ensure better returns on CPM.
Related Read: Understanding CPC and CPM Pricing for Publishers
Fill rate is also important to keep an eye on. Publishers should aim to have at minimum 50%-60% fill rates to optimally monetize impressions. With multi-size pricing, you’ll more easily be able to achieve optimal fill rates. For instance, if you see the fill rate of a specific ad size dropping, you can adjust the pricing accordingly for that specific size to optimize it differently than other sizes.
While not guaranteed to lift revenue, multi-size pricing can help boost your ad income since you can control the minimum price bid, as well as your fill rates. Other factors such as traffic quality, overall ad optimization strategy, and new techniques to ensure greater competition will encourage higher bids.
DFP users can easily include multiple sizes in their inventory by following these easy steps:
1) on the Delivery tab, create an order and Ad Exchange line item or edit an existing one in DFP with the inventory sizes you want to use.
2) Generate a multi-size creative with the following options:
3) “Save” and “Approve” the order
For you to know if the tag you have generated is ready for multi-size pricing, it should contain a single Google_image_size parameter with the list of line item ad sizes you added separated with a comma. The code snipped must contain a tag that looks like this:
google_image_size = “300×50,300×600,250×250”
Remember: Native and interstitial creatives are not for dynamic allocation.
The code is ready for dynamic allocation so there is no need to tweak the tag.
After you have created the line items on DFP, specified the sizes and generated the creative, you now have to create a pricing rule on AdExchange to target these sizes or ensure that you are targeting the new size you created. To do this follow the steps below:
This pricing rule will only affect the multi-size requests and not any of the unmatched requests. These unmatched requests or the “no pricing rule applied” are the number of impressions which do not pass the minimum CPM price. With regards to the reports, DFP will only show the single creative in the multi-size configuration. So we highly suggest using the Ad Exchange query tool to get a more detailed report on multi-size inventory.
MonetizeMore can help you set up multi-size pricing in DFP. Contact us today for a free consultation to discuss your needs.
Kean Graham is the CEO and founder of MonetizeMore & a pioneer in the Adtech Industry. He is the resident expert in Ad Optimization, covering areas like Adsense Optimization,GAM Management, and third-party ad network partnerships. Kean believes in the supremacy of direct publisher deals and holistic optimization as keys to effective and consistent ad revenue increases.
Here’s the course that 300+ pubs used to scale their ad revenue.
Paid to Publishers
Ad Requests Monthly