Dynamic Rate Type Overview

Basis supports dynamic rate types (also known as real-time bidding) with third party services. Campaigns with dynamic line items include planning, tracking delivery, and billing.

When you change rate types between CPM to Dynamic CPM, CPC to Dynamic CPC, or CPCV to Dynamic CPCV, Basis maintains the media rate (or est rate). The margin or markup (%) and est ad serving rates along with the gross costs are also maintained. The ad serving rate entered during planning and the actual delivered impressions impact the total (gross) spend. The gross ad serving spend is calculated as a CPM.

Basis caps the total spend (gross) at the contracted cost.

During campaign planning, the inventory units (imps/clicks/CVs), rates, and costs are estimated projections. Under the Cost column, you can also enter the estimated quantity in the ad serving field. Basis calculates the ad serving costs in the tooltip. When the campaign is live, Basis updates the actual totals based on your entered delivery (clicks or impressions or completed views), rate, and cost.

Dynamic Pricing Rate - Estimated Examples

Example direct line item with the rate type dropdown in the Units column selected and the Dynamic CPC option highlighted.
Example direct line item with highlighting the Units column with Dynamic CPC for the rate type and the estimated clicks figure updated.

Basis automatically suggests rate types by advertiser channel: Search - Dynamic CPC, Social - Dynamic CPM

Basis supports dynamic cost and delivery data upload on the Delivery tab. You can upload and map delivery sources to line items. The upload assists in monitoring the campaign performance and calculating pacing. The performance tracks the placements of the line items with ad serving for campaign performance.

As you monitor the campaign, maintaining the data upload from the third party keeps the billing information updated. The upload also monitors the campaign performance. The performance tracks the placements of the line items with ad serving for campaign performance.

Analytics displays estimated impressions or clicks. The estimated rate also displays up to eight (8) decimals in the tooltip to illustrate the full calculations for the number of imps or clicks.