Use Price Settings to Control the Price You'll Accept for Impressions

Audience Network helps you monetize your app by tapping into Facebook's powerful advertising platform. This includes all of the people-based targeting, measurement, and real-time optimization that's used on Facebook itself. To further help you achieve your business objectives, we have a tool that gives you control over the price you'll accept for impressions.

Please note that Audience Network Price Setting tools are currently not available for Instant Articles.

Audience Network Price Settings

The Price Setting tool allows you to not accept low prices for impressions. The different settings will impact the average CPM, fill rate, and overall revenue earned per placement:

  • Accept All Prices: high fill rate, low average CPM, highest overall revenue if using one source of ads
  • High Price Threshold: low fill rate, high average CPM, for use with mediation
  • Low Price Threshold: medium fill rate, medium average CPM, for use with mediation

Accept All Prices (default setting)

Select “Accept All Prices” to maximize your oveall revenue and fill rate, but lower your average CPM.

This setting fills requests with ads that have a price greater than $0.00. Accepting all prices ensures that if someone wants to buy the ad at any price, Audience Network will fill the ad request. This setting will give you maximum revenue for this placement if Audience Network is your only source of ads.

Note: Filling ad requests at the lower end of the demand curve does not mean that higher valued audiences will see a reduction in winning bid CPM. Instead, the average CPM earned across all requests will be lower since all prices are being accepted.

Best practices for this setting:

  • Use this setting to maximize revenue if Audience Network is your only source of ads
  • Keep as the default setting for native placements

High Price Threshold

Set “High Price Threshold" for a high average CPM, but low fill rate. We recommend only using this if you have more than one source of ads.

Audience Network will not return ads when the price is low (based on the performance of the placement). As a result, your average CPM will be higher, but your fill rates will drop. Revenue can also decline if the same user mix, geo mix, and impression counts are used, as the size of the addressable audience will reduce.

A higher number of ads will not be filled compared to the "low price threshold", resulting in a higher CPM and lower fill rate than the "low price threshold" setting.

This setting should only be used if you have a backfill in place and you are using more than one source of ads (for example with a mediation product). If Audience Network is your only source of ads you should use "Accept All Prices".

Pro Tip: Publishers that have moved the Audience Network up in their waterfall while also setting a high price threshold have seen increases in CPM and revenue above estimates. We strongly suggest using this model for banner and interstitial formats.

Best practices for this setting:

  • Only use with placements that have more than one source of ads
  • Put an Audience Network placement with a high price threshold at the top of your waterfall to enable targeting of highest valued users
  • Use with banner and interstitial formats
  • Not recommended for native placements

Low Price Threshold

Set "Low Price Threshold" for a medium average CPMs and medium fill rate. We recommend you only use this setting for placements with more than one source of ads.

Similar to the "High Price Threshold" setting, Audience Network will not return ads with low prices (based on the performance of the placement). However, Audience network will fill more ads than if you were to use the "High Price Threshold", resulting in average CPMs and fill rates that fall somewhere between the other 2 settings.

This setting should only be used if you have a backfill in place and you are using more than one source of ads (for example with a mediation product). If Audience Network is your only source of ads you should use "Accept All Prices".

CPM and Fill Rate Estimates

CPM and fill rate projections are currently based on US traffic, but settings changes impact global requests.

For placements with sufficient traffic, hover over any of the optimization settings to see CPM and fill rate estimates. The numbers are based on past placement performance and give an indication of what you can expect when making changes to the placement settings.

While using the Price Settings tool will impact revenue by itself, keep in mind that there are actions you can take which will cause your performance to deviate from the estimates:

  • Adjusting Audience Network in your monetization waterfall
  • Changing the frequency/volume of ads shown to users
  • Changing the design of the ad unit, i.e. adjusting clickable region of native ads
  • Changing the geo or user mix of your traffic, i.e. moving ad requests from United States to Italy