{"id":16583,"date":"2019-08-13T13:34:09","date_gmt":"2019-08-13T11:34:09","guid":{"rendered":"https:\/\/yieldbird.com\/?p=16583"},"modified":"2024-07-22T19:27:14","modified_gmt":"2024-07-22T17:27:14","slug":"upr-best-practices","status":"publish","type":"post","link":"https:\/\/yieldbird.com\/research-hub\/upr-best-practices\/","title":{"rendered":"What Are the Best Practices to Use Unified Pricing Rules? [2021 Update]"},"content":{"rendered":"\n

[2021 UPDATE<\/b>] Along with the transition to the first-price auctioning model<\/span><\/b><\/a> back in 2019, Google has changed the inventory pricing management system \u2013 which we talked about in this article<\/b><\/a>. To make it easier to manage the Unified Pricing Rules<\/strong> (UPRs), we at Yieldbird and our optimization team have prepared a number of good practices for publishers, the application of which helps to efficiently and safely utilize UPRs. Below, you may review the set of recommendations that we shared in mid-2019. They are still up-to-date.<\/p>\n\n\n\n

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Best Practices for Unified Pricing Rules<\/h2>\n\n\n\n

Think about the targeting of the existing rules, and limit their number<\/h3>\n\n\n\n
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Google has planned a limit of rules under the UPRs. Each publisher will be able to set a maximum of 200 rules at a time. It is advisable to think about how to effectively use this limit, which is why we recommend you properly group various parts of the inventory with similar characteristics and give them a common rule, so as not to duplicate rules that have a similar or identical effect.<\/p>\n<\/div><\/div>\n\n\n\n

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Consider the characteristics of anonymous traffic in future pricing<\/h3>\n\n\n\n
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Because of the removal of anonymous buying, you should carefully think about how to adapt prices for the most effective use of budget allocations from anonymous to branded. We do not expect that advertising expenses will suddenly be reduced \u2013 they will be transferred, which means that there is potential for taking advantage of them. Before determining the rates under the UPRs, it is good to check the share of anonymous buying on a specific inventory, as well as the differences in CPM between this anonymous buying and branded buying. The single rate should be a reasonable compromise between the previous two rates. Important<\/b>: the recommendation applies primarily to the short period after the transition. It is important to monitor the situation on an ongoing basis after the transition \u2013 the first days\/weeks will be crucial for adapting the buyers to the new conditions. <\/p>\n\n\n\n

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Analyze the list of completely blocked buyers\/advertisers\/brands<\/h3>\n\n\n\n
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If you used the previous rules to block buyers\/advertisers\/brands, Google will automatically migrate these rules to the Protections section. We recommend that you check this migration carefully. If the blocks system was complex, publishers may get a message from Google about the impossibility of automatic migration. They will then have to carry out this migration manually.<\/p>\n<\/div><\/div>\n\n\n\n

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Analyze the list of price-blocked buyers\/advertisers\/brands<\/h3>\n\n\n\n
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If \u2013 instead of complete blocking \u2013 you used a high minimum price, then you will have to create identical UPR<\/em>s. Note: You will no longer be able to set minimum prices per buyer \u2013 only total blocking will be possible for them (in the Protections section). Minimum prices for advertisers and brands will be available under the UPRs.<\/p>\n\n\n\n

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Check which line items the UPRs will affect<\/h2>\n\n\n\n
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With the launch of the UPRs<\/strong><\/a>, Google has provided a tool that helps to evaluate how wide the application of each UPR<\/strong> will be. This information is available below the entered minimum price in the UPR section. Google shows the number of line items that can be affected by a specific UPR you create. Note<\/b>: the number of line items that the given UPR can have a real impact on is usually lower \u2013 this is due to the fact that this tool does not take targeting into account. To identify the right line items, you must sort the list by views in descending order, and then check which displays are most likely to be affected by the potential impact of the UPR.<\/p>\n\n\n\n

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