Centro Platform supports dynamic rate types (also known as real-time bidding) with third party services. Campaigns with dynamic line items include planning, tracking delivery, and billing.
You find the Dynamic CPM and CPC options in the media plan under the rate type. When selecting a dynamic rate type, Centro Platform automatically calculates the projected results by the entered values in the Inventory, Rates, and Costs columns. With dynamic rate type, the ad size is an optional field on the line item.
When you change rate types between CPM to Dynamic CPM or CPC to Dynamic CPC, Centro Platform maintains the net rate (or est rate). The margin (%) and est ad serving rates along with the gross costs are also maintained. The ad serving rate entered during planning and the actual delivered impressions impact the gross spend. The gross ad serving spend is calculated as a CPM.
Note: Centro Platform caps the total gross spend at the contract cost.
During campaign planning, the inventory units (imps/clicks), rates, and costs are estimated projections. Under the Cost column, you can also enter the estimated quantity in the ad serving field. Centro Platform calculates the ad serving costs in the tooltip. When the campaign is live, Centro Platform updates the actual totals based on your entered delivery (clicks or impressions), rate, and cost.
Dynamic Pricing Rate - Estimated Examples
Centro Platform supports the dynamic cost and delivery data upload. In the analytics mode of the media plan, click the Map delivery button. You upload and map the delivery by line item. The upload assists in monitoring the campaign performance and calculating pacing. The performance tracks the placements of the line items with ad serving for campaign performance.
As you monitor the campaign, maintaining the data upload from the third party keeps the billing information updated. The upload also monitors the campaign performance. The performance tracks the placements of the line items with ad serving for campaign performance.
Note: In the analytics mode, the calculation of the estimated imps or clicks is available on the tooltip. The estimated rate also displays up to eight (8) decimals in the tooltip to illustrate the full calculations with the number of imps or clicks.