{"id":31162,"date":"2023-04-12T12:29:16","date_gmt":"2023-04-12T10:29:16","guid":{"rendered":"https:\/\/yieldbird.com\/?p=31162"},"modified":"2024-07-22T19:27:10","modified_gmt":"2024-07-22T17:27:10","slug":"benefits-of-uprs-management-for-publishers","status":"publish","type":"post","link":"https:\/\/yieldbird.com\/research-hub\/benefits-of-uprs-management-for-publishers\/","title":{"rendered":"Benefits of UPRs Management for Publishers to Boost Programmatic Revenue"},"content":{"rendered":"\n<p class=\"has-black-color has-text-color wp-block-paragraph\"><strong>In 2019, Google&#8217;s shift to a first-price auction significantly transformed how publishers managed pricing rules. To streamline and centralize the process, Google Ad Manager (GAM) replaced the previous pricing rules with <a href=\"https:\/\/yieldbird.com\/a-tiny-gamechanger\/\">Unified Pricing Rules<\/a> (UPRs), ensuring consistent pricing across all channels. UPRs also empower publishers to establish universal pricing rules for all indirect demand for their inventory within GAM. In this article, we&#8217;ll explore the benefits of UPRs and their application within Google Ad Manager.<\/strong><\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 id=\"Be_aware\" style=\"font-size: 25px\"><strong>Understanding Unified Pricing Rules in Google Ad Manager<\/strong><\/h2>\n\n\n\n<div style=\"height:21px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-left has-black-color has-text-color wp-block-paragraph\">The Unified Pricing Rules is an advanced feature on Google Ad Manager that enables publishers to set and harmonize the minimum price for programmatic demand on GAM. On the other hand, the <a href=\"https:\/\/yieldbird.com\/google-optimized-pricing-how-it-works-and-comparison-to-its-alternative\/\">Optimized Pricing<\/a> feature complements the UPRs by safeguarding the inventory&#8217;s worth, thereby preventing buyers from acquiring it for a lower price.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\"><strong>Google identifies several scenarios where UPRs can be applied:<\/strong><\/p>\n\n\n\n<ul class=\"has-black-color has-text-color wp-block-list\"><li>Open Auction via Authorized Buyers<\/li><li>Private Auctions<\/li><li>First Look demand<\/li><li>Third-party exchanges participating in Open Bidding<\/li><li>Remnant line item types: Price Priority, Network, and Bulk<\/li><li>Ad Exchange linked accounts<\/li><li>AdSense backfill (initially excluded from the list)<\/li><\/ul>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\"><strong>However, UPRs are not applicable in specific contexts:<\/strong><\/p>\n\n\n\n<ul class=\"has-black-color has-text-color wp-block-list\"><li>Programmatic direct campaigns, including programmatic guaranteed (standard and sponsorship) and preferred deal line items<\/li><li>House line items<\/li><li>Line items with a zero (0) rate and no Value CPM set<\/li><li>Line items with a CPD or CPA rate are treated as if they have a $0 rate<\/li><li>Publishers can employ hard floors or target CPMs as UPRs. Google imposes a limit of 200 UPRs per Ad Manager network, which should be adequate for most publishers when rules are cleverly used to group inventory with similar attributes.<\/li><\/ul>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Despite these limitations, proper use of UPRs provides benefits that typically outweigh the drawbacks for most publishers.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 id=\"Be_aware\" style=\"font-size: 25px\"><strong>How publishers can benefit from Unified Pricing Rules<\/strong><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 id=\"Be_aware\" style=\"font-size: 18px\"><strong>1. Boost the revenue<\/strong><\/h3>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Unified Pricing Rules prioritize higher-priced rules when multiple UPRs target the same ad units. This ensures publishers receive better revenue from their inventory because they work as an additional competitor from the buy side perspective and enforce higher spending.&nbsp;<\/p>\n\n\n\n<p class=\"has-white-background-color has-text-color has-background wp-block-paragraph\" style=\"color:#8e9193;font-size:15px\"><em>Important: Please remember to approach this carefully because if you set the price too high, you can scare off demand, and instead of gaining, you will lose.<\/em><\/p>\n\n\n\n<h3 id=\"Be_aware\" style=\"font-size: 18px\"><strong>2. Control over your inventory<\/strong><\/h3>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">UPRs allow control of pricing in multiple dimensions, which means that they can adapt to whatever pricing strategy the publisher has &#8211; whether it is based on sizes, browsers, goes, or some custom dimensions determined by key values.<\/p>\n\n\n\n<h3 id=\"Be_aware\" style=\"font-size: 18px\"><strong>3. Everything in one place<\/strong><\/h3>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">UPRs offer publishers a convenient, centralized way to manage pricing rules for all Open Market inventory within GAM, making it easier to maintain consistency and maximize revenue. Although 200 UPRs per Ad Manager network is limited, this should be sufficient for most publishers when used strategically by implementing UPRs and focusing on their benefits.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 id=\"Be_aware\" style=\"font-size: 25px\"><strong>Take advantage of more insights and tips to help you succeed!<\/strong><\/h2>\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Unlock more <a href=\"https:\/\/yieldbird.com\/blog\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>knowledge about programmatic<\/strong><\/a> advertising, optimization strategies, and more by visiting our <a href=\"https:\/\/yieldbird.com\/blog\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>blog<\/strong><\/a>. Start reading now and boost your programmatic revenue today!<\/p>\n\n\n\n<div style=\"height:11px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\" style=\"font-size:30px\"><strong><span style=\"color:#ff2450\" class=\"has-inline-color\">LET&#8217;S GET IN TOUCH!<\/span><\/strong><\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image size-large is-style-rounded\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/yieldbird.com\/wp-content\/uploads\/2022\/12\/1a-bw-min-modified-1-min-1-1024x1024.png\" alt=\"\" class=\"wp-image-30960\" srcset=\"https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2022\/12\/1a-bw-min-modified-1-min-1-1024x1024.png 1024w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2022\/12\/1a-bw-min-modified-1-min-1-300x300.png 300w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2022\/12\/1a-bw-min-modified-1-min-1-150x150.png 150w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2022\/12\/1a-bw-min-modified-1-min-1-768x768.png 768w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2022\/12\/1a-bw-min-modified-1-min-1.png 1100w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\" style=\"font-size:15px\"><strong><span class=\"has-inline-color has-black-color\">Bart\u0142omiej Oprz\u0105dek <\/span><\/strong><br>Senior Business Development Manager &amp; Team Leader<br>publishers@yieldbird.com<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<div class=\"wp-block-contact-form-7-contact-form-selector\">\n<div class=\"wpcf7 no-js\" id=\"wpcf7-f26442-o1\" lang=\"en-US\" dir=\"ltr\" data-wpcf7-id=\"26442\">\n<div class=\"screen-reader-response\"><p role=\"status\" aria-live=\"polite\" aria-atomic=\"true\"><\/p> <ul><\/ul><\/div>\n<form action=\"\/research-hub\/wp-json\/wp\/v2\/posts\/31162#wpcf7-f26442-o1\" method=\"post\" class=\"wpcf7-form init\" aria-label=\"Contact form\" novalidate=\"novalidate\" data-status=\"init\">\n<fieldset class=\"hidden-fields-container\"><input type=\"hidden\" name=\"_wpcf7\" value=\"26442\" \/><input type=\"hidden\" name=\"_wpcf7_version\" value=\"6.1.4\" \/><input type=\"hidden\" name=\"_wpcf7_locale\" value=\"en_US\" \/><input type=\"hidden\" name=\"_wpcf7_unit_tag\" value=\"wpcf7-f26442-o1\" \/><input type=\"hidden\" name=\"_wpcf7_container_post\" value=\"0\" \/><input type=\"hidden\" name=\"_wpcf7_posted_data_hash\" value=\"\" \/>\n<\/fieldset>\n<div class=\"form__box\">\n\t<p><span class=\"wpcf7-form-control-wrap\" data-name=\"your-name\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-text wpcf7-validates-as-required\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"Your Name\" value=\"\" type=\"text\" name=\"your-name\" \/><\/span>\n\t<\/p>\n<\/div>\n<div class=\"form__box\">\n\t<p><span class=\"wpcf7-form-control-wrap\" data-name=\"your-email\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"Work Email Address\" value=\"\" type=\"email\" name=\"your-email\" \/><\/span>\n\t<\/p>\n<\/div>\n<div class=\"form__box\">\n\t<p><span class=\"wpcf7-form-control-wrap\" data-name=\"messages\"><textarea cols=\"40\" rows=\"10\" maxlength=\"2000\" class=\"wpcf7-form-control wpcf7-textarea\" aria-invalid=\"false\" placeholder=\"Message\" name=\"messages\"><\/textarea><\/span>\n\t<\/p>\n<\/div>\n<div class=\"form__box form__btns\">\n\t<p><input class=\"wpcf7-form-control wpcf7-submit has-spinner btn btn--primary\" type=\"submit\" value=\"Submit\" \/>\n\t<\/p>\n<\/div><div class=\"wpcf7-response-output\" aria-hidden=\"true\"><\/div>\n<\/form>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In 2019, Google&#8217;s shift to a first-price auction significantly transformed how publishers managed pricing rules. To streamline and centralize the process, Google Ad Manager (GAM) replaced the previous pricing rules with Unified Pricing Rules (UPRs), ensuring consistent pricing across all channels. UPRs also empower publishers to establish universal pricing rules for all indirect demand for [&hellip;]<\/p>\n","protected":false},"author":57,"featured_media":31166,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[28],"tags":[],"content-category":[],"class_list":["post-31162","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ad-tech"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/31162","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/users\/57"}],"replies":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/comments?post=31162"}],"version-history":[{"count":1,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/31162\/revisions"}],"predecessor-version":[{"id":33300,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/31162\/revisions\/33300"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/media\/31166"}],"wp:attachment":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/media?parent=31162"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/categories?post=31162"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/tags?post=31162"},{"taxonomy":"content-category","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/content-category?post=31162"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}