Three controls decide how your publishers' inventory is sold on the Programmatic SSP: the floor, your margin per buyer, and passback.
Floors
A floor is the lowest price a zone is sold for, for example $0.40 CPM. No bid below the floor wins. Floors protect publishers from selling inventory below its worth.
Margin per demand partner
You set your margin for each demand partner separately, for example 20% on one buyer and 15% on another. The demand view shows wins, share and your margin per buyer, so you can see which partners earn you the most.
Passback
When no buyer bids, the passback takes over, so no impression is wasted. Passback is switched on per zone.
Direct deals on top
If your publishers also sell directly, the Publisher Ad Server add-on adds fixed-price direct deals with priorities, start and end dates and delivery pacing. Direct deals always run first; the auction fills what is left above the floor, and passback catches the rest. It costs $300 a month, $15,000 as a license or $30,000 with source code. See Publisher Ad Server (SSP add-on).
More bidders per impression
The Header Bidding plugin ($3,000, one payment) runs Prebid Server alongside your ad server, so more buyers compete for every impression.
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