Open Market Pricing Strategy: Google Optimized Floor Prices and Price Genius

We all care about effective strategies that will give us the best results and more money. That’s how business works. And programmatic advertising is no exception, especially regarding pricing strategy. 

Even though you may try your best, you’re only human, and humans make mistakes. But wait a minute, would there be a solution to help me out with this and automate the process of Open Market pricing strategy setup? Here it is – Google Optimized Floor Prices. But the real question is, are you getting the most out of it? What about alternatives for GAM users?

In this article, we delve into the powerful mechanisms of Google Optimized Floor Prices and the other solution – Price Genius, two cutting-edge tools designed to boost your earnings. Let’s explore how these tools work, their similarities, and the key differences that set them apart.

Google Optimized Floor Prices: Unleashing the Power of Machine Learning

Google Optimized Floor Prices is a revolutionary flooring mechanism embedded within unified pricing rules. Unlike traditional floor prices and target eCPM, it harnesses the prowess of machine learning to adjust floor price levels dynamically. The primary objective? Maximizing a publisher’s long-term revenue while preventing excess unfilled impressions.

Key Features

• Automatic Adjustment: Fully automated, it ensures hassle-free operation on any part of the publisher’s inventory.
• Overrides Unified Pricing Rules: Google Optimized Floor Prices take precedence over unified pricing rules, except for advertiser-specific rules.
• Experimentation: Publishers can set up experiments to optimize the performance and maximize revenue potential.

Price Genius: Elevating Revenue with AI-Powered Precision

Price Genius is an AI-powered automatic floor price management tool designed to elevate publishers’ revenue. This solution employs machine learning algorithms to determine optimal daily floor prices for each managed ad unit, ensuring a data-driven approach to maximize earnings.

Key Features:

• AI-Powered Precision: Utilizing machine learning, Price Genius selects optimal floor prices on selected ad units daily to maximize revenue.
• Benchmarking Mechanism: Equipped with a built-in benchmarking mechanism and a dedicated reporting dashboard for performance evaluation.
• Traffic Segmentation: Uses key values to split traffic, aiding in modeling and benchmarking for better decision-making. 

See Price Genius in action:

• How Wallapop Optimized Pricing Strategy and Generated 8.6% Uplift
• How Taboola News Optimized Pricing and Generated 11% Uplift With Price Genius

Can Google Optimized Floor Prices and Price Genius Coexist?

While both tools share similarities, they operate in distinct ways, making simultaneous use challenging. Google Optimized Floor Prices and Price Genius cannot handle the same part of the inventory and traffic concurrently. However, publishers can leverage the strengths of both tools by using Google Optimized Floor Prices on the benchmark part of the traffic, while Price Genius will manage the rest.

Key Similarities:

• Machine Learning-Based: Both tools harness the power of machine learning for automatic floor price adjustments.
• Automation: Fully automated processes ensure efficiency and ease of use.
• No Interference: Both tools will override other rules (except advertiser-based rules) on the traffic they handle.

Key Differences:

• Frequency of Adjustments: Price Genius maximizes daily revenue with frequent adjustments, while Google Optimized Floor Prices prioritize long-term value preservation with less frequent adjustments.
• Reporting and Benchmarking: Price Genius provides a dedicated reporting dashboard and built-in benchmarking mechanisms, whereas Google Optimized Floor Prices relies on the publisher for performance evaluation.

Price Genius is GAM’s Perfect Extension

In conclusion, Google Optimized Floor Prices and Price Genius are powerful tools to maximize publishers’ revenue potential in the dynamic world of digital advertising. 

Do you want to challenge Google Optimized Floor Prices from your GAM? Experience the benefits firsthand by trying a free Price Genius trial. Witness the seamless integration of AI-powered precision into your ad revenue management. Don’t miss out—empower your publishing journey now!