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How Long until UPR Changes to Take Effect?

As you know, Google UPR is now the only way to set up pricing rules in Google Ad Manager. Google deprecated its open auction pricing rules and publishers are now experimenting with Unified Pricing Rules to find the optimal setup […]

As you know, Google UPR is now the only way to set up pricing rules in Google Ad Manager. Google deprecated its open auction pricing rules and publishers are now experimenting with Unified Pricing Rules to find the optimal setup for their inventories.

While there are many ways to figure out the right pricing strategy, there’s a question that you need to answer for — before engaging in any form of experimentation. That is, how long does it take for UPR changes to take effect?

The new changes you’ve made will be visible in reports/Google Ad Manager within an hour. But what matters is, how long it takes to see the impact on your performance. And, it depends on how fast the buyers adopt to your “new pricing rule”. Typically, it can take 5 to 7 days for bidders to understand your new pricing and bid accordingly.

Note that this isn’t a constant. Some bidders can adopt faster, especially the ones who are bidding frequently for your impressions. Take, Google AdX for example. Due its humongous market share, it can change its bidding strategy faster than the rest. Besides, you need to pay attention to how you are communicating the floor prices with other bidders.

Automatad Team

At Automatad, we help publishers to monetize better without hampering the user experience. Our products are live across hundreds of publishers, earning them incremental ad revenue with every passing second. You can request a free audit to get an estimated revenue uplift today.

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