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Announcement: Updates to Data Marketplace Pricing (2/7/22)

We’ve released changes to Data Marketplace pricing in Connect to make it more customizable. These changes will also provide more efficient workflows, and improve navigation and usability.

  • Data sellers are no longer limited to Advertiser Direct percentage of media (PoM) being hard-coded to 10%, 15%, 50%, or 250%. Data sellers can now enter any value for that PoM pricing element.

  • There are now multiple pricing options available for segments (see “Data Marketplace Pricing Options” for more information).

    C-Data_Marketplace_Pricing.png

    • Programmatic Standard: This is the pricing model used by most programmatic platforms who are not part of our Advertiser Direct program and who do not use hybrid pricing. This model contains the following options:

      • Digital Ad Targeting Price (CPM)

      • Content Marketing Price (CPM)

      • TV Targeting Price (CPM)

      • Cost per Click

    • Programmatic Hybrid: This new pricing model is only used for segments distributing to The Trade Desk with a Programmatic Standard CPM of less than $5 (see "Distribute Data Marketplace Data to The Trade Desk" for more information). Hybrid pricing means that segments are billed at the percentage of media entered unless that amount exceeds the CPM cap entered, in which case the buyer will be charged based on the CPM cap. This model contains the following options:

      • Programmatic Percentage of Media

      • CPM Cap

    • Advertiser Direct: This pricing model is used for LiveRamp's Advertiser Direct platforms, including Facebook, Twitter, Pinterest, LinkedIn, and Snapchat. Segments distributed to these platforms are billed at the percentage of media entered. This model contains the following option:

      • Advertiser Direct Percentage of Media

  • Data sellers working with The Trade Desk (TTD) now have a dedicated pricing rule to accommodate TTD’s request to data sellers to convert  CPM prices to a hybrid pricing model for all segments with a CPM of less than $5. The hybrid model consists of a percentage of media, to standardize data’s value across all channels, and a CPM cap, to control data cost inflation in high-priced media channels.

  • You are now able to add multiple prices on a single segment which has NOT been distributed.

  • Additional validations on existing fields within the segment information have been included to ensure that a Use Case is enabled for a segment and that a corresponding price is populated. This eliminates instances of a price being entered as negative or zero.

  • Currency fields have been updated to include related currency symbols (USD = $ /Euro = €).

  • The Customer Profiles - My Segments page has been updated with the new pricing columns.

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