Bid recommendations vary by media type, inventory source, Deal requirements, targeting, and auction competition.

The recommendations below are intended as starting points. Actual clearing prices may vary, and bids may need to be adjusted based on delivery and available inventory.

For information on configuring Basic Bid, Bid at Total eCPM, Bid at Floor Price, Bid at Floor Price Plus, and Advanced Bid Controls, see Line Setup.

Bid Recommendations by Media Type

CTV

Typical CTV pricing ranges from approximately $28–$40 CPM, with premium inventory often available above $40 CPM.

When targeting a CTV Deal, the publisher will provide a CPM floor. We generally recommend setting the bid approximately 10–20% above the minimum floor to improve auction competitiveness.

CTV inventory may also be available through the Open Exchange at lower CPMs. However, PMP Deals are generally recommended when greater control over publisher and inventory quality is desired.

OTT

OTT PMP Deals operate in real-time bidding environments with a publisher-defined price floor. The price floor represents the minimum CPM required to participate in the auction.

These auctions can be competitive, and clearing prices may be approximately 20–40% above the Deal Price Floor. Closing CPMs commonly fall within the $20–$40 range, although actual pricing varies significantly based on factors including:

• Publisher and inventory quality
• The Deal’s position within the publisher’s waterfall
• Auction competition
• Content format, such as Live or Short Form
• Seasonality and time of year

As a starting point, we generally recommend bidding approximately 10–20% above the Deal Price Floor. If the Line is not achieving the desired scale, gradually increase the bid.

OLV

Bid prices vary depending on the video inventory and Deal. As a starting point, we generally recommend a base bid of at least $5–$10 CPM.

Run an Inventory Availability Report to review average CPMs based on your Campaign targeting and available inventory.

Audio

Audio inventory can be purchased through either the Open Exchange or PMP Deals.

Open Exchange: Typically clears between $7–$13 CPM

PMP Deals: Commonly ranges from $9–$20 CPM

Individual PMP Deals may have their own recommended bid ranges or floor prices.

Display

Display bid prices vary based on targeting criteria and Audience data. A standard starting recommendation is approximately $2–$4 CPM, although recommended bids may increase as targeting becomes more granular.

Native

Native bid prices vary based on inventory, targeting criteria, and Deal requirements. As a starting point, we recommend a bid of approximately $4 CPM. PMP Deals may have specific floor prices or bid recommendations that should be used as guidance.

Bidding Above the Floor

For inventory with a defined floor price, bidding exactly at the floor may reduce auction competitiveness.

As a general starting point, consider bidding approximately 10–20% above the floor, particularly for competitive CTV, OTT, and PMP inventory.

Pontiac’s Bid at Floor Price Plus functionality can also be used to automatically add a CPM amount or percentage above the observed floor while respecting the configured Max Bid Price.

For configuration instructions and examples, see Line Setup.

How Audience and Attribution Fees Affect Cost

By default, Audience, data, and attribution fees are applied separately from the media bid and do not need to be manually added to the Line’s Bid Price.

The Line’s media bid determines how much Pontiac can bid for the inventory, while applicable additional fees are reflected in Total Cost.

For example, if a Line has a $2.50 media bid and targets a third-party Audience with a $1.50 CPM data cost, Pontiac can bid up to $2.50 CPM for the media. The $1.50 Audience fee is applied separately when calculating Total Cost.

As a result:

• Bid Price / Media Cost CPM reflects the cost of the media.
• Total Cost / Total Cost CPM reflects the media cost plus applicable Audience, data, attribution, and other platform fees.

Note: When Bid at Total eCPM is enabled, Pontiac adjusts the media bid to account for certain applicable fees so that the total eCPM remains within the configured Bid Price. See Line Setup for the fees included in this calculation and configuration instructions.

Third-Party Audience Fees

Third-party Audiences may have an associated CPM data cost. This fee is applied separately from the media cost and included in Total Cost.

Examples of third-party Audience costs include:

• LiveRamp CRM segments: Associated Audience CPM
• TransUnion CRM segments: Associated Audience CPM
• OnSpot / Geoframed segments: Associated Audience CPM
• Other Third-Party Audiences: Associated CPM displayed for the Audience

Depending on the Audience and seat configuration, additional data commissions may also be included in Total Cost.

Contextual AI and ART Audience Fees

Contextual AI and ART Audiences may also have associated data fees. These fees are applied separately from the media bid and included in Total Cost.

If no applicable third-party Audience fee is present:

• A targeted Contextual AI Audience may apply the seat’s configured Contextual fee.
• A targeted ART Audience may apply the seat’s configured ART fee.

Foot Traffic Attribution Fees

Foot Traffic Attribution fees are also applied separately from the media bid and included in Total Cost. They do not need to be added to the Line’s bid recommendation.

Foot Traffic Attribution pricing varies based on negotiated pricing and may differ by media type.

For example, a CTV Line with a $15.00 media bid and Foot Traffic Attribution enabled will continue to bid up to $15.00 CPM for media. The applicable Foot Traffic fee is added separately when calculating Total Cost.

If Bid at Total eCPM is enabled, the Foot Traffic fee is instead accounted for when Pontiac adjusts the media bid to remain within the configured total eCPM.