Short answer: Start low, based on your own data. Set floors close to the lower end of the prices you already win, then raise them slowly per ad unit and device, and watch revenue per page view, not just CPM.
Why floors are tricky
A floor is the lowest price you accept. Too low and buyers pay less than they would. Too high and many auctions end with no winner, so fill and total revenue fall. The right floor is different for each ad unit, country, device and season.
A safe way to set floors
- Pull the winning prices per ad unit, country and device for the last 30 days.
- Set the first floor near the low end of that range.
- Raise it in small steps on part of your traffic.
- Keep the change only if revenue per page view goes up.
- Lower floors again in quiet months like January.
After the Google antitrust ruling, Google must remove unified pricing rules, so you will be able to set different floors for AdX and other exchanges. See what the ruling changes. Prebid’s price floors module can manage floors for header bidding.
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