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Open Marketplace Inventory Rules
The Open Marketplace is where real-time bidding (RTB) occurs for digital advertising inventory, and is open to all buyers. Use the Open Marketplace page to configure where your inventory can be offered in the open market, and to set floor rules and inventory rules.
Use Floor Rules to set floors for your open marketplace inventory.
Use Inventory Rules (optional) to specify what inventory is available in the open marketplace.
Settings and rules you create in the open marketplace do not affect your deals, which occur in the private marketplace.
Floor Rules
Floor rules determine an auction's lowest acceptable price. They are configured on a publisher basis and a global basis, and are applied based on the rule's targeting settings.
Only one rule is applied for a given auction (besides rules applying to specific Deals). Your publisher floor rules, if defined, are evaluated first. If no publisher floor rule applies in an auction, global rules are then evaluated. If no publisher or global floor rules apply, the default floor of $1 USD is applied.
When you go to the Open Marketplace page, the Global floor rules are displayed along with your Publisher floor rules, if you have any.
You can create, edit, and delete publisher floor rules according to your needs. Global floor rules are configured by Triton Digital; you cannot change them within TAP Programmatic.
Your publisher floor rules (editable).
Global floor rules (fixed).
Creating Publisher Floor Rules
To create a new publisher floor rule:
Go to TAP Programmatic > Publisher > Open Marketplace.
Click + New floor rule.
The New Open Marketplace Rule page appears.Enter the relevant information according to the details described below.
Click Create open marketplace rule to create the rule.
A confirmation message is displayed.
Open Marketplace Rule Details
Rule Name
Enter a name for the rule.
Price
Soft Floor
In a second-price auction, the soft floor is the effective floor price when there is only one bid. It must be equal to or higher than the hard floor. Example (click to enlarge):
Soft floor only appears when Second Price is selected as the auction type.
Specify the soft floor amount with two decimal points of precision, to the cent. Example: For $1.25, enter "1.25".
Hard Floor
The hard floor is the lowest price that is acceptable in an auction. Any bids below the hard floor are rejected.
The hard floor overrides the existing floor rules. It can be set higher or lower.
Specify an amount with two decimal points of precision, to the cent. Example: For $1.25, enter "1.25".
Non-USD Currencies
The default currency for deals, packages, and open marketplace rules is USD (United States dollars), but you have the option to specify a different currency when setting floor prices. This is useful when transacting with buyers who operate in currencies other than USD.
When you select a currency other than USD, all auctions and transactions are still executed in USD. TAP Programmatic converts floor prices on-the-fly during the bidding process using the daily exchange rate. This reduces the risk of bid rejections caused when exchange rate volatility pushes bids below the floor price. Invoicing and payments remain unchanged.
The floor currency can be changed at any time for deals and open marketplaces.
However:
You cannot change the currency of an Ad Network package's when its status is Active.
Ad Network deals must use the same currency as the packages they are tied to.
Targeting
Create content targeting or listener targeting rules. The targeting rules work the same way as they do for TAP's flight targeting rules although with a few small differences. For example:
In Deals content targeting, the station/podcast genre is specific to the IAB content taxonomy 2.0.
Deals content targeting includes station/podcast language.
Deals content targeting includes more options under Other.
Deals listener targeting includes Addressable impressions.
Deals targeting does not include Time targeting.
Editing and Deleting Floor Rules
To edit an existing floor rule, go to the Open Marketplace page, find the floor rule in the list, and select Edit in the rule’s Details menu.
The Edit Rule form appears. It is the same as the Add Rule form; make the edits you need, and click Submit.
To delete a floor rule, select Delete from the rule's Details menu. You are asked for confirmation before the rule is deleted.
Priority Control
Priority defines the order in which rules are evaluated: rules at the top of the list are evaluated first.
When you create a rule it automatically goes to the bottom of the list, giving it lowest priority. To change the priority of a rule, simply grab the rule with your cursor and drag and drop it in the position you prefer.
In general, the rule of thumb for priority control is to put the more specific rules at a higher level than the more general rules. For example, you might create a "LATAM" floor rule that includes all countries in Latin America, but you also want a specific rule for Mexico. In this case, you put the "Mexico" rule higher up the priority list than the "LATAM" rule. Otherwise, an auction for inventory from Mexico would evaluate the "LATAM" rule first, and apply it.