How is pricing determined with the “Early bird” model?
- minimum CPM
- share of free traffic on those dates and targeting methods indicated in the line
The main principle governing the price of traffic is: the less free traffic, the more expensive it is.
Advertiser 1 reserved 100,000 impressions for the period of October 17-23 with a CPM of 210 RUB. Since the share of free traffic decreases following this, the price for remaining traffic will increase.
Later that same day, advertiser 2 reserved 100,000 impressions for the period of October 17-23, for a CPM of 220 RUB. Following this, advertiser 3 reserved 100,000 impressions for the same period, but now their CPM is 230 RUB.
Advertiser 3 sent their line for confirmation and paid their bill (after receiving confirmation). One day later, advertisers 1 and 2 switched their lines to the “In development” status and their two reservations were canceled. Therefore, the share of free traffic increased and the price for it decreased.
As a result, advertiser 4 was able to reserve 100,000 impressions for the period of October 17-23 for a CPM of 210 RUB.