Glossary
What is Pricing rules (unified pricing rules)?
Also called: unified pricing rules, UPR
Pricing rules are Google Ad Manager settings that set floor prices for programmatic demand on matching inventory. They were called unified pricing rules.
हिंदी में पढ़ेंPricing rules, called unified pricing rules until December 2025, set floors in Google Ad Manager for the open auction, private auctions, Open Bidding, header bidding trafficking and SDK bidding. Remnant line items (Price priority, Network and Bulk) need a rate at or above the floor to compete. Guaranteed and house line items are not floored, and Programmatic Direct deals are excluded.
Floors are compared with what you keep after Google’s revenue share. In Google’s own example, a $1.00 bid at an 80/20 split nets $0.80 and is filtered by any floor above $0.80. If two rules match the same inventory, the rule with the higher price applies.
Unified pricing rules, introduced in 2019, applied to all partners equally. In December 2025 Google renamed them and added per-bidder floors, so Bidder A can face a $5 floor while others compete at $2. In the US ad tech case against Google, both sides’ draft final judgment would ban unified pricing rules for indirect sales. As of November 2026, no final judgment had been reported as entered.
Example
A pricing rule sets a $2.00 floor. A buyer bids $2.40; after an 80/20 revenue share the publisher would net $1.92, which is below $2.00, so the bid is filtered.
Why it matters to publishers
Pricing rules are the main floor control for programmatic demand in Ad Manager, so one badly set rule can cost fill or price across every partner it covers.