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: The initial bid submitted in an auction. 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: A feature that allows setting a maximum bid price, giving more control over bid adjustments and spending limits.
  • Associate Deals to the Line in the Targeting section of the Line to set a custom bid for each selected Deal. When new Deals are added to the Line if a custom bid is not set, the bid price will default to the value set in the Default Bid Price field on the Line. 

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.