In the Pontiac Platform, you have full control over bidding for all your campaigns. When setting up a Line Item, you can define a Basic Bid, Bid at Floor Price, and Advanced Bid Controls for your media. Closing bids reflect the total cost, including any applicable Audience fees or Foot Traffic fees. 

• Basic Bid: Standard bid price applied across all inventory. If the final clearing price is lower than the base bid, the system will adjust and bid one cent above the next highest bid to secure the impression efficiently.
• Bid at Floor Price: The maximum bid price and CPM floor allowed for an auction.
• Advanced Bid Controls: This feature allows you to set a Maximum Bid Price (overall cap) and customize Bid Prices by Deal. Access Bid Controls by selecting the arrow next to the Max Bid Price field.
  • Default Bid Price: When new Deals are added to the Line and no custom bid is set, the system will use the Default Bid Price.
  • Deal-Specific Bids: For each Deal targeted at both the Campaign and Line level, you can set a unique Bid Price, giving you greater control over bid adjustments and spending limits.
  • If you target Deals at either the Campaign level or the Line level and you only use one level, all of those Deals will be visible in the Advance Bid Controls.
  • If you set Deals at both levels, only the overlap (intersection) of the Campaign Deals and Line Deals will appear in Advanced Bid Controls. This ensures you’re only adjusting bids for Deals that are active at both levels.
  • See screenshot below of the Advanced Bid Controls popup window.

Deal Floor Price Tooltip

In the Advance Bid Controls popup window, users can now hover over the question mark icon to reveal bid floor prices from the previous day’s sample request.

Here users can find the following bid insights:

• Min: The lowest observed floor price
• Max: The highest observed floor price
• Avg: The average floor price for the previous day
• Media: The median floor price for the previous day

This tooltip provides users with quick visibility into the range and distribution of floor prices for each deal. It helps buyers understand the competitiveness of the deal and adjust bidding strategies accordingly.

CTV

The typical prices for CTV placements range from $28-40, with premium inventory available at prices over $40. If you are targeting a CTV deal you will be given the CPM floor. We recommend setting your maximum bid at least $3-$5 above the minimum. CTV placements on the Open Exchange may sell at a lower CPM, but we recommend using PMP’s as they guarantee fraud-free inventory. 

OTT

 The PMPs are real-time bidding environments with a specified price floor as defined by the publisher. This is the minimum CPM bid required to enter the auction. These auctions can be very competitive and typically PMPs will clear somewhere between 40-80% higher than the Deal Price Floor. Closing CPMs are on average in the $20-40 range. However, this will vary greatly according to the caliber of publishers and inventory selected, where the PMP falls in the publisher waterfall, the level of competition, the format (Live, Short Form etc), the time of year and more. In general, we recommend using the price floors for guidance and adding an additional 40-50% to start the bidding. If you are not achieving the desired scale, continue to increase bids.

OLV

Bids vary for video inventory and deal, but we recommend a bid structure of at least an $6-$8 base bid. Run an Inventory Availability report to see average CPM based on your campaign targeting.

Audio

Audio can be bought either through the Open Exchange, or via PMPs. Bids on the Open Exchange typically clear between $10 and $13, whereas PMP Deals are often in the $18 – $25 range. Each PMP will have specific bid recommendations.

Display

Display Bid Prices vary with targeting and Audience data. The standard recommendation for display is a bid between $2-4, but this will increase as targeting becomes more granular.