Determining impression cost
Real-Time Bidding is a technology for selling and buying ad impressions based on the real-time auction principle. Use RTB to maximize your ad revenue by automatically selecting the most profitable offer from advertisers.
In the RTB auction, the sellers are the Yandex Advertising Network ad platforms where units are placed. The buyers are the DSPs (Demand Side Platforms), which are ad systems that represent the interests of advertisers. The auction is held in real time:
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The site sends a request for ad impression to the RTB system.
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The RTB system informs all DSPs about this request and accepts their bids.
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Bids made by the DSP are sorted by price in descending order and the bid with the highest impression cost is selected. The final CPM is determined by the First-Price auction: the winner pays the CPM they specified.
Sites can affect the impression cost using the CPM floor. If you set a minimum CPM floor, the RTB system will take it into account when determining the winner:
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If the auction involved multiple bids that exceeded the minimum CPM floor, the highest bid wins the auction and becomes the final CPM.
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If only one bid exceeds the minimum CPM floor in the auction, it becomes the final CPM.
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If no bid exceeds the minimum CPM floor, then no DSP wins. In this case, the unit will be empty (unless it has its own ad code).
Note
The impression cost determined by the auction is not equal to the revenue amount the site receives if this impression is counted as viewable. To learn more about how revenue for viewable impressions is calculated, see Documents and payments.
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Cost per one thousand ad unit impressions. Your partner can set the CPM floor (the minimum cost per one thousand impressions) in the ad unit settings. In statistical reports, the actual cost of one thousand impressions is displayed under eCPM and CPMV.