Supported Data Marketplace Pricing Models
Data Marketplace data providers 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 in LiveRamp that data providers 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.
Note
Data providers 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.
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 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 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.
CPM Cap: The CPM the buyer will be charged if the PoM goes over the CPM cap.
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.
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.
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.
% Gross Media
Variable cost per 1000 impressions calculated as a % 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, Verizon Media, iHeart, Jivox, Outfront, Spongecell
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
Monthly fee for unlimited usage of the data
Pricing Model: Programmatic Standard
Customer Segment: Brands, platforms, publishers, and agencies
Use Case: Measurement, 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 anonymous LiveRamp ID’s) at a monthly fee of $5,000 over the course of a 1 year contract worth $60,000 resulting in $5,000 reflected in June.
Example B: In May, your sales team sells segment A to a Cadreon media buyer at a $10,000 flat fee for unlimited targeting over a 1 month trial period. They deliver 20m impressions against segment A resulting in $10,000 revenue reflected in June.