Data Marketplace Pricing Options
Data Marketplace data sellers should consider the supported pricing models listed below as well as the pricing options available at the various destination platforms.
There are three possible pricing models that data sellers can use for their Data Marketplace segments:
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 Programmatic Hybrid pricing.
Programmatic Hybrid: This pricing model is only used for segments distributing to The Trade Desk that have a Programmatic Standard CPM of less than $5. 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 CPM cap rate is used.
Advertiser Direct: This pricing model is used for LiveRamp's Advertiser Direct platforms, including Facebook, Twitter, Pinterest, LinkedIn, Snapchat, and TikTok. Segments distributed to these platforms are billed at the Advertiser Direct percentage of media entered.
See the sections below for more information on these pricing options.
Note
Data sellers can set their segment prices either via a segment metadata file or individually in the Connect UI. In the segment metadata file, the default currency is United States dollar, but you can change that default to whatever currency you wish to price your segments with.
Programmatic Standard Pricing
This is the pricing model used by most programmatic platforms who are not part of our Advertiser Direct program and who do not use Programmatic Hybrid pricing (currently only The Trade Desk).
There are several pricing options depending on the use cases you have selected (see "Data Marketplace Permitted Use Cases" for more information). You only need to enter required pricing information for the selected use cases.
Note
When providing pricing information by uploading a segment metadata file, if any segments do not include valid Programmatic Standard Pricing for the selected use cases, the upload will fail. For more information, see "Troubleshoot Data Marketplace Segment Metadata File Errors".
All of the prices below only allow positive (non-zero) numbers up to two decimal places.
Digital Ad Targeting Price (CPM): This is the most common pricing option for basic ad targeting in the digital space when the "Digital Ad Targeting" use case is enabled, where users are charged based on the number of impressions.
Content Marketing Price (CPM): This is generally the same CPM as the Digital Ad Targeting Price and usually does not need to be filled in.
TV Targeting Price (CPM): This is the CPM used when the "TV Targeting" use case is enabled.
Cost Per Click: This is another pricing option when the "Digital Ad Targeting" use case is enabled, where users are charged based on the number of clicks.
Programmatic Hybrid Pricing
This pricing model is only used for segments distributing to The Trade Desk (TTD) that have a Programmatic Standard CPM of less than $5. 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 CPM cap rate is used.
Programmatic hybrid pricing consists of the following components:
Programmatic Percentage of Media: The percentage of gross media spend (PoM) the buyer will be charged, unless the PoM exceeds the CPM cap, in which case the buyer will be charged based on the CPM cap. Only positive (non-zero) numbers up to one decimal place are allowed. For example, to set the Programmatic PoM to 10.5%, enter “10.5”.
CPM Cap: The CPM the buyer will be charged if the PoM goes over the CPM cap. Only positive (non-zero) numbers up to one decimal place are allowed.
Pricing Examples for The Trade Desk
For information on how pricing is applied for Data Marketplace segments distributed to The Trade Desk, see the table below:
Segment | Pricing Used |
Segment with a standard CPM of $5 or more | Programmatic Standard CPM (Programmatic Hybrid pricing does not apply; for more information, see the “Programmatic Standard Pricing” section above) |
Segment with a standard CPM of less than $5 where the PoM doesn’t exceed the CPM cap | Programmatic Percentage of Media |
Segment with a standard CPM of less than $5 where the PoM exceeds the CPM cap | CPM Cap |
Caution
If a Data Marketplace segment with a CPM of less than $5 is added to a distribution to TTD without having both a programmatic percentage of media and a CPM cap, the delivery job will remain in "Queued" status. If a delivery job is in the "Queued" status for more than 24 hours and you suspect this is due to pricing issues, create a support case following these instructions to have the pricing fields corrected.
Advertiser Direct Pricing
This pricing model is used for LiveRamp's Advertiser Direct platforms, including Facebook, Twitter, Pinterest, LinkedIn, Snapchat, and TikTok. Segments distributed to these platforms are billed at the percentage of media entered.
Note
When providing pricing information by uploading a segment metadata file, if any segments do not include valid Advertiser Direct Pricing (even if you are not participating in the Advertiser Direct program), the upload will fail. For more information, see "Troubleshoot Data Marketplace Segment Metadata File Errors".
Advertiser Direct Percentage of Media: The percentage of gross media spend (PoM) the buyer will be charged for distributions to LiveRamp's Advertiser Direct platforms, including Facebook, Twitter, Pinterest, LinkedIn, Snapchat, and TikTok. Only whole (no decimal places), positive (non-zero) numbers are allowed. For example, to set the Advertiser Direct PoM to 10%, enter "10".
Data Seller Guidelines for Advertiser Direct Pricing
Data sellers should keep the following guidelines in mind:
To participate in Advertiser Direct, you must have the "Direct to Buyer" media channel enabled in your contract settings (see "View Data Marketplace Contract Information" for instructions). If that channel is not enabled, contact your LiveRamp representative.
When you participate in Advertiser Direct, all of your segments will be included. We cannot opt individual segments out of the program.
Even if you are not participating in Advertiser Direct, make sure that all of your segments include Advertiser Direct pricing.
Not all data seller segments are eligible to be distributed to our Advertiser Direct destinations. Contact your LiveRamp representative for more information.
Pricing Option Explanations
See below for information on the types of pricing options available.
Fixed CPM
Fixed cost per 1000 impressions
Pricing Model: Programmatic Standard
Customer Segment: Platforms, publishers and agencies
Use Case: Targeting (digital, TV, audience extension)
Example: In May, RocketFuel’s managed services team chooses to ingest and target segment A as an optimization to a campaign with budget fluidity across tactics. They deliver 10m impressions against segment A priced at a CPM of $1.25 resulting in revenue of $12,500 reflected in June.
Percentage of Media
Variable cost per 1000 impressions calculated as a percentage of gross media
Pricing Models: Programmatic Hybrid and Advertiser Direct
Customer Segment: Platforms, publishers, and agencies
Use Case: Targeting (digital, TV, audience extension)
Platforms:
For Programmatic Hybrid: The Trade Desk
For Advertiser Direct: Facebook, Twitter, LinkedIn, Pinterest, SnapChat, and TikTok
Example: In May, IHeart's self-serve platform team chooses to ingest segment A for a buyer on Hewlett Packard’s investment team at GroupM (Xaxis). HP delivers 10m impressions against segment A at a gross media spend of $50,000 with a 20% revenue share for data resulting in revenue of $10,000 reflected in June.
CPC
Cost per click
Pricing Model: Programmatic Standard
Customer Segment: Platforms, publishers, and agencies
Use Case: Targeting (digital, TV, audience extension)
Platforms: Outbrain, Dianomi, Bidtellect
Example: In May, your sales team sells segment A to a Cadreon media buyer at a $0.50 CPC to be used for Coca-Cola. They deliver 10m impressions against segment A that generates 3,000 clicks at a CTR of 0.03% resulting in $1,500 revenue reflected in June.
Flat Fee Data License
Data sellers and data buyers can work with LiveRamp to set up a flat fee data license for one or more segments. This usually involves a monthly fee for advanced use cases of the data.
Pricing Model: Flat Fee Data License
Customer Segment: Brands, platforms, publishers, and agencies
Use Cases: First-party data enrichment, analytics, modeling, targeting
Example A: In May, your sales team sells segment A directly to Pottery Barn to enable them to analyze consumer behavior (in a privacy compliant way via pseudonymous RampIDs) at a monthly fee of $10,000 over the course of a 1 year contract worth $120,000.
Example B: In May, your sales team sells segment A to a Cadreon media buyer at a $120,000 flat fee for unlimited targeting over a 6 month trial period. Total contract value is $120K for unlimited targeting.