{"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":"2026-10-20T20:40:47","modified_gmt":"2026-10-20T20:40:47","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<p class=\"wp-block-paragraph\">Bid recommendations vary by media type, inventory source, Deal requirements, targeting, and auction competition.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For information on configuring <strong>Basic Bid, Bid at Total eCPM, Bid at Floor Price, Bid at Floor Price Plus, and Advanced Bid Controls<\/strong>, see <strong><a href=\"https:\/\/wiki.pontiac.media\/?docs=ctv-documentation\/lines\/create-a-line\/line-setup\">Line Setup<\/a><\/strong>.<\/p>\n\n\n\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\">Typical CTV pricing ranges from approximately <strong>$28\u2013$40 CPM<\/strong>, with premium inventory often available above <strong>$40 CPM<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When targeting a CTV Deal, the publisher will provide a CPM floor. We generally recommend setting the bid approximately <strong>10\u201320% above the minimum floor<\/strong> to improve auction competitiveness.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">OTT<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These auctions can be competitive, and clearing prices may be approximately <strong>20\u201340% above the Deal Price Floor<\/strong>. Closing CPMs commonly fall within the <strong>$20\u2013$40 range<\/strong>, although actual pricing varies significantly based on factors including:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Publisher and inventory quality<\/li>\n\n\n\n<li>The Deal&#8217;s position within the publisher&#8217;s waterfall<\/li>\n\n\n\n<li>Auction competition<\/li>\n\n\n\n<li>Content format, such as Live or Short Form<\/li>\n\n\n\n<li>Seasonality and time of year<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">As a starting point, we generally recommend bidding approximately <strong>10\u201320% above the Deal Price Floor<\/strong>. If the Line is not achieving the desired scale, gradually increase the bid.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">OLV<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bid prices vary depending on the video inventory and Deal. As a starting point, we generally recommend a base bid of at least $5\u2013$10 CPM.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Run an Inventory Availability Report to review average CPMs based on your Campaign targeting and available inventory.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Audio<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Audio inventory can be purchased through either the Open Exchange or PMP Deals.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Open Exchange: Typically clears between $7\u2013$13 CPM<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">PMP Deals: Commonly ranges from $9\u2013$20 CPM<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Individual PMP Deals may have their own recommended bid ranges or floor prices.<\/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 based on targeting criteria and Audience data. A standard starting recommendation is approximately $2\u2013$4 CPM, although recommended bids may increase as targeting becomes more granular.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Native<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Bidding Above the Floor<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">For inventory with a defined floor price, bidding exactly at the floor may reduce auction competitiveness.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As a general starting point, consider bidding approximately <strong>10\u201320% above the floor<\/strong>, particularly for competitive CTV, OTT, and PMP inventory.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pontiac&#8217;s <strong>Bid at Floor Price Plus<\/strong> functionality can also be used to automatically add a CPM amount or percentage above the observed floor while respecting the configured Max Bid Price.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For configuration instructions and examples, see <strong><strong><a href=\"https:\/\/wiki.pontiac.media\/?docs=ctv-documentation\/lines\/create-a-line\/line-setup\">Line Setup<\/a><\/strong><\/strong>.<\/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\">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&#8217;s Bid Price.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The Line&#8217;s media bid determines how much Pontiac can bid for the inventory, while applicable additional fees are reflected in <strong>Total Cost<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example, if a Line has a <strong>$2.50 media bid<\/strong> and targets a third-party Audience with a <strong>$1.50 CPM data cost<\/strong>, Pontiac can bid up to $2.50 CPM for the media. The $1.50 Audience fee is applied separately when calculating Total Cost.<\/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\"><strong>Note:<\/strong> When <strong>Bid at Total eCPM<\/strong> 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 <strong><strong><strong><strong><strong><strong><strong><a href=\"https:\/\/wiki.pontiac.media\/?docs=ctv-documentation\/lines\/create-a-line\/line-setup\">Line Setup<\/a><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong> for the fees included in this calculation and configuration instructions.<\/p>\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 cost and 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\">Foot Traffic Attribution pricing varies based on negotiated pricing and may differ by media type.<\/p>\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<p class=\"wp-block-paragraph\">If <strong>Bid at Total eCPM<\/strong> is enabled, the Foot Traffic fee is instead accounted for when Pontiac adjusts the media bid to remain within the configured total eCPM.<\/p>\n","protected":false},"author":17,"featured_media":0,"parent":9722,"menu_order":7,"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":33,"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/docs\/10046\/revisions"}],"predecessor-version":[{"id":16034,"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/docs\/10046\/revisions\/16034"}],"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}]}}