{"id":10046,"date":"2025-03-31T19:18:48","date_gmt":"2025-03-31T19:18:48","guid":{"rendered":"https:\/\/wiki.pontiac.media\/?docs=ctv-documentation\/ctv-overview\/ctv-bid-recommendations"},"modified":"2026-08-26T17:59:43","modified_gmt":"2026-08-26T17:59:43","slug":"bid-recommendations","status":"publish","type":"docs","link":"https:\/\/wiki.pontiac.media\/?docs=ctv-documentation\/ctv-overview\/bid-recommendations","title":{"rendered":"Bid Recommendations"},"content":{"rendered":"\n<h4 class=\"wp-block-heading\">Bid Recommendations by Media Type<\/h4>\n\n\n\n<h4 class=\"wp-block-heading\">CTV<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">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.\u00a0CTV placements on the Open Exchange may sell at a lower CPM, but we recommend using PMP\u2019s as they guarantee fraud-free inventory.\u00a0<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">OTT<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">&nbsp;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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">OLV<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Audio<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">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 \u2013 $25 range. Each PMP will have specific bid recommendations.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Display<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">How Audience and Attribution Fees Affect Cost<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Audience, data, and attribution fees do not need to be added to the Line bid. The Line&#8217;s bid represents the amount Pontiac will bid for the media itself.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example, if a Line has a $2.50 bid and targets a third-party Audience with a $1.50 CPM data cost, Pontiac will still bid up to $2.50 CPM for the media. The $1.50 Audience fee is applied separately and is included in the Line&#8217;s Total Cost and Total Cost CPM.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As a result:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Bid Price \/ Media Cost CPM reflects the cost of the media.<\/li>\n\n\n\n<li>Total Cost \/ Total Cost CPM reflects the media cost plus applicable Audience, data, attribution, and other platform fees.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Third-Party Audience Fees<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Third-party Audiences may have an associated CPM data cost. This fee is applied separately from the media bid and is included in Total Cost.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Examples of third-party Audience costs include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>LiveRamp CRM segments: Associated Audience CPM<\/li>\n\n\n\n<li>TransUnion CRM segments: Associated Audience CPM<\/li>\n\n\n\n<li>OnSpot \/ Geoframed segments: Associated Audience CPM<\/li>\n\n\n\n<li>Other Third-Party Audiences: Associated CPM displayed for the Audience<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Depending on the Audience and seat configuration, additional data commissions may also be included in Total Cost.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Contextual AI and ART Audience Fees<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If no applicable third-party Audience fee is present:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A targeted Contextual AI Audience may apply the seat&#8217;s configured Contextual fee.<\/li>\n\n\n\n<li>A targeted ART Audience may apply the seat&#8217;s configured ART fee.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Foot Traffic Attribution Fees<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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&#8217;s bid recommendation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Applicable CPM fees are:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Banner, Native, Audio, and Video: $1.50 CPM<\/li>\n\n\n\n<li>CTV: $4.00 CPM<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Bid Types<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">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.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>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.<\/li>\n\n\n\n<li><strong>Bid at Floor Price:<\/strong> Allows Pontiac to bid based on the CPM floor provided in the bid request, up to the configured <strong>Max Bid Price<\/strong>.\n<ul class=\"wp-block-list\">\n<li><strong>Bid at Floor Price Plus:<\/strong> When Bid at Floor Price is selected, you can optionally increase the bid above the provided floor to improve competitiveness while still respecting the Max Bid Price.\n<ul class=\"wp-block-list\">\n<li><strong>Add CPM:<\/strong> Adds a specified CPM amount to the bid floor.<\/li>\n\n\n\n<li><strong>Add Percentage:<\/strong> Adds a specified percentage of the bid floor.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>To configure Bid at Floor Price:\n<ul class=\"wp-block-list\">\n<li>Edit the Line and set <strong>Bid Type<\/strong> to <strong>Bid at Floor Price<\/strong>.<\/li>\n\n\n\n<li>Enter the desired <strong>Max Bid Price<\/strong>. You will never bid above this price.<\/li>\n\n\n\n<li>Select the arrow next to Max Bid Price to display the <strong>Bid Floor Plus<\/strong> options.<\/li>\n\n\n\n<li>Enter either a static CPM or percentage to add to the floor price.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>We generally recommend bidding above the exact floor when greater auction competitiveness is desired. For example, adding <strong>10%<\/strong> prevents the Line from always bidding exactly at the floor.<\/li>\n\n\n\n<li><strong>Example:<\/strong> If the Max Bid Price is <strong>$15.00<\/strong>, Bid at Floor Price Plus is set to <strong>10%<\/strong>, and the bid floor is <strong>$14.00<\/strong>:<br><strong>$14.00 \u00d7 1.10 = $15.40<\/strong>\n<ul class=\"wp-block-list\">\n<li>Because $15.40 exceeds the configured Max Bid Price, Pontiac will bid the <strong>$15.00 Max Bid Price<\/strong>.t Floor Price: The maximum bid price and CPM floor allowed for an auction.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"550\" src=\"https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/03\/Screenshot-2026-08-26-102000-1024x550.png\" alt=\"\" class=\"wp-image-14663\" srcset=\"https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/03\/Screenshot-2026-08-26-102000-1024x550.png 1024w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/03\/Screenshot-2026-08-26-102000-300x161.png 300w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/03\/Screenshot-2026-08-26-102000-768x412.png 768w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/03\/Screenshot-2026-08-26-102000-1536x824.png 1536w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/03\/Screenshot-2026-08-26-102000-370x200.png 370w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/03\/Screenshot-2026-08-26-102000.png 1664w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li>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.\n<ul class=\"wp-block-list\">\n<li>Default Bid Price: This is the default bid price for deals where a bid price is not defined for a specific deal. This is usually used when a new deal is added to the line and the bid prices are not explicitly set.<\/li>\n\n\n\n<li>Max Bid Price: This is the maximum bid price that this line will bid and overrides bids set on each deal. If a deal&#8217;s bid price is higher than the max bid price this line will not bid on that deal.<\/li>\n\n\n\n<li>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.<\/li>\n\n\n\n<li>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.<\/li>\n\n\n\n<li>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\u2019re only adjusting bids for Deals that are active at both levels.<\/li>\n\n\n\n<li>See screenshot below of the Advanced Bid Controls popup window.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"539\" src=\"https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/03\/Screenshot-2025-10-14-113454-1024x539.png\" alt=\"\" class=\"wp-image-12060\" srcset=\"https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/03\/Screenshot-2025-10-14-113454-1024x539.png 1024w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/03\/Screenshot-2025-10-14-113454-300x158.png 300w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/03\/Screenshot-2025-10-14-113454-768x405.png 768w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/03\/Screenshot-2025-10-14-113454-1536x809.png 1536w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/03\/Screenshot-2025-10-14-113454-2048x1079.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">Example Scenarios<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Scenario 1: Max Bid Price is higher than all Deal Bid Prices<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"539\" src=\"https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/10\/Screenshot-2025-10-14-113454-1024x539.png\" alt=\"\" class=\"wp-image-12057\" srcset=\"https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/10\/Screenshot-2025-10-14-113454-1024x539.png 1024w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/10\/Screenshot-2025-10-14-113454-300x158.png 300w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/10\/Screenshot-2025-10-14-113454-768x405.png 768w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/10\/Screenshot-2025-10-14-113454-1536x809.png 1536w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/10\/Screenshot-2025-10-14-113454-2048x1079.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Default Bid Price = $10.00<\/li>\n\n\n\n<li>Max Bid Price = $20.00 <\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">All Deals being targeted in the above scenario have bid prices lower than the Max Bid Price. This means that the Line will be able to bid on all the deals. If a new deal is added to this list in the targeting section, then the default bid for the new deal will be $10.00 (until updated) and would automatically be eligible to bid on the inventory through the new deal since $10.00 &lt; $20.00. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Scenario 2: Max Bid Price is higher than some Deal Bid Prices<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"534\" src=\"https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/10\/Screenshot-2025-10-14-113510-1024x534.png\" alt=\"\" class=\"wp-image-12058\" srcset=\"https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/10\/Screenshot-2025-10-14-113510-1024x534.png 1024w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/10\/Screenshot-2025-10-14-113510-300x156.png 300w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/10\/Screenshot-2025-10-14-113510-768x400.png 768w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/10\/Screenshot-2025-10-14-113510-1536x801.png 1536w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/10\/Screenshot-2025-10-14-113510-2048x1068.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Default Bid Price: $10.00<\/li>\n\n\n\n<li>Max Bid Price: $13.00<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Only Deal IDs: 15 and 23 being targeted in the above scenario have bid prices lower than the Max Bid Price. This means that the Line will only be able to bid on inventory through Deal IDs: 15 and 23 and will not bid on inventory through Deal IDs: 20, 21, and 22. If a new deal is added to this list in the targeting section, then the default bid for the new deal will be $10.00 (until updated) and would automatically be eligible to bid on the inventory through the new deal since $10.00 &lt; $13.00.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Deal Floor Price Tooltip<\/h4>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"556\" src=\"https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/03\/Screenshot-2025-09-16-082119-1024x556.png\" alt=\"\" class=\"wp-image-11885\" srcset=\"https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/03\/Screenshot-2025-09-16-082119-1024x556.png 1024w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/03\/Screenshot-2025-09-16-082119-300x163.png 300w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/03\/Screenshot-2025-09-16-082119-768x417.png 768w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/03\/Screenshot-2025-09-16-082119-1536x833.png 1536w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/03\/Screenshot-2025-09-16-082119-2048x1111.png 2048w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/03\/Screenshot-2025-09-16-082119-370x200.png 370w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">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&#8217;s sample request. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here users can find the following bid insights:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Min: The lowest observed floor price<\/li>\n\n\n\n<li>Max: The highest observed floor price<\/li>\n\n\n\n<li>Avg: The average floor price for the previous day<\/li>\n\n\n\n<li>Media: The median floor price for the previous day<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n","protected":false},"author":17,"featured_media":0,"parent":9722,"menu_order":6,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_is_vendor_doc":"0","footnotes":""},"doc_tag":[],"class_list":["post-10046","docs","type-docs","status-publish","hentry","no-post-thumbnail"],"comment_count":0,"_links":{"self":[{"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/docs\/10046","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/docs"}],"about":[{"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/types\/docs"}],"author":[{"embeddable":true,"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=10046"}],"version-history":[{"count":28,"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/docs\/10046\/revisions"}],"predecessor-version":[{"id":14672,"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/docs\/10046\/revisions\/14672"}],"up":[{"embeddable":true,"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/docs\/9722"}],"prev":[{"title":"Analytics Suite","link":"https:\/\/wiki.pontiac.media\/?docs=ctv-documentation\/ctv-overview\/analytics-suite","href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/docs\/13223"}],"wp:attachment":[{"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=10046"}],"wp:term":[{"taxonomy":"doc_tag","embeddable":true,"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=%2Fwp%2Fv2%2Fdoc_tag&post=10046"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}