> ## Documentation Index
> Fetch the complete documentation index at: https://docs.adcontextprotocol.org/llms.txt
> Use this file to discover all available pages before exploring further.

# Pricing Models

> Comprehensive guide to AdCP's flexible pricing models including CPM, CPCV, CPP, CPC, and DOOH support

AdCP supports multiple pricing models to accommodate different advertising channels and business objectives. Publishers declare which pricing models they support, and buyers select from available options.

## Publisher-Declared, Buyer-Selected Model

### How It Works

1. **Publishers declare pricing options** in their products via `pricing_options` array (each with unique `pricing_option_id`)
2. **Buyers discover available options** through `get_products`
3. **Buyers select a specific option** when creating a media buy via `pricing_option_id`
4. **Delivery is measured** according to the declared `delivery_measurement` provider

### Key Benefits

* **Flexibility**: Publishers can offer multiple pricing models for the same inventory
* **Currency Support**: Publishers specify supported currencies; buyers must match
* **Market Standards**: Each channel (TV, video, display, performance) can use its natural pricing unit
* **Clear Expectations**: Both parties agree on pricing before campaign launch

## Measurement & Source of Truth

### Measurement Provider as Source of Truth

**The product declares the measurement provider, and the buyer accepts that provider as the source of truth for the buy.**

Publishers specify their measurement provider in the product:

```json theme={null}
{
  "product_id": "premium_video",
  "delivery_measurement": {
    "provider": "Google Ad Manager with IAS viewability verification",
    "notes": "MRC-accredited viewability measurement. 50% in-view for 1 second (display) or 2 seconds (video)."
  }
}
```

**Common Measurement Providers:**

* **Ad Servers**: Google Ad Manager, Freewheel, SpringServe
* **Attention Metrics**: Adelaide, Lumen, TVision
* **Third-Party Verification**: IAS, DoubleVerify, Scope3
* **TV/Audio Measurement**: Nielsen, Comscore, iSpot.tv, Triton Digital
* **DOOH**: Geopath, Vistar, Place Exchange

By accepting the product, buyers agree to use the declared measurement provider as the authoritative source for delivery metrics.

### Best Practices

**For Publishers:**

* Clearly identify your measurement provider (ad server and any third-party verification)
* Explain your measurement methodology in plain language
* For DOOH, specify your audience measurement source (e.g., Geopath, venue sensors)

**For Buyers:**

* Review the measurement provider before committing budget
* Ensure the provider meets your campaign requirements
* Negotiate audit rights in contracts if needed

## Supported Pricing Models

### CPM (Cost Per Mille)

**Cost per 1,000 impressions** - Traditional display advertising pricing.

**Use Cases**: Display, native, banner advertising

**Example**:

```json theme={null}
{
  "$schema": "https://adcontextprotocol.org/schemas/v2/pricing-options/cpm-fixed-option.json",
  "pricing_option_id": "cpm_usd_guaranteed",
  "pricing_model": "cpm",
  "rate": 12.50,
  "currency": "USD",
  "is_fixed": true,
  "min_spend_per_package": 5000
}
```

**Billing**: Charged per 1,000 ad impressions served

***

### vCPM (Viewable Cost Per Mille)

**Cost per 1,000 viewable impressions** - Payment only for impressions meeting MRC viewability standard.

**Use Cases**: Display, native, video advertising with viewability guarantee

**Viewability Standard**: MRC (Media Rating Council) standard requires:

* **Display ads**: 50% of pixels in-view for at least 1 continuous second
* **Video ads**: 50% of pixels in-view for at least 2 continuous seconds

**Example**:

```json theme={null}
{
  "$schema": "https://adcontextprotocol.org/schemas/v2/pricing-options/vcpm-fixed-option.json",
  "pricing_option_id": "vcpm_usd_guaranteed",
  "pricing_model": "vcpm",
  "rate": 18.50,
  "currency": "USD",
  "is_fixed": true,
  "min_spend_per_package": 5000
}
```

**Billing**: Charged per 1,000 viewable impressions (impressions meeting MRC viewability threshold). Viewability is measured by the declared measurement provider.

**Measurement Requirements**: Publishers should declare their viewability measurement provider in the product's `delivery_measurement` field. Common providers include IAS (Integral Ad Science), DoubleVerify, MOAT, and Google Active View.

***

### CPCV (Cost Per Completed View)

**Cost per 100% video/audio completion** - Payment only for fully completed views.

**Use Cases**: Video campaigns, audio ads, pre-roll video

**Example**:

```json theme={null}
{
  "$schema": "https://adcontextprotocol.org/schemas/v2/pricing-options/cpcv-option.json",
  "pricing_option_id": "cpcv_usd_guaranteed",
  "pricing_model": "cpcv",
  "rate": 0.15,
  "currency": "USD",
  "is_fixed": true
}
```

**Billing**: Charged only when viewer completes 100% of the video/audio ad. Completion is measured by the declared measurement provider.

***

### CPV (Cost Per View)

**Cost per view at threshold** - Payment when viewer reaches publisher-defined threshold.

**Use Cases**: Video campaigns with shorter completion requirements

**Example**:

```json theme={null}
{
  "$schema": "https://adcontextprotocol.org/schemas/v2/pricing-options/cpv-option.json",
  "pricing_option_id": "cpv_usd_50pct",
  "pricing_model": "cpv",
  "rate": 0.08,
  "currency": "USD",
  "is_fixed": true,
  "parameters": {
    "view_threshold": 0.5
  }
}
```

**Billing**: Charged when viewer reaches threshold (e.g., 50% completion, 30 seconds)

**Parameters**:

* `view_threshold`: Decimal from 0.0 to 1.0 (e.g., 0.5 = 50% completion)

***

### CPP (Cost Per Point)

**Cost per Gross Rating Point** - Traditional TV/radio buying metric.

**Use Cases**: Connected TV, linear TV, radio, audio streaming

**Example**:

```json theme={null}
{
  "$schema": "https://adcontextprotocol.org/schemas/v2/pricing-options/cpp-option.json",
  "pricing_option_id": "cpp_usd_a18-49",
  "pricing_model": "cpp",
  "rate": 250.00,
  "currency": "USD",
  "is_fixed": true,
  "parameters": {
    "demographic": "A18-49",
    "min_points": 50
  },
  "min_spend_per_package": 12500
}
```

**Billing**: Charged per rating point delivered to target demographic

**Parameters**:

* `demographic`: Target demographic (e.g., "A18-49", "W25-54", "M35+")
* `min_points`: Minimum GRP commitment required

**Metrics Reported**:

* `grps`: Total Gross Rating Points delivered
* `reach`: Unique individuals reached
* `frequency`: Average frequency per individual

**Measurement Requirements**:

CPP pricing requires **certified demographic measurement**. Publishers should declare their measurement provider:

```json theme={null}
{
  "pricing_model": "cpp",
  "rate": 250.00,
  "delivery_measurement": {
    "provider": "Nielsen DAR",
    "notes": "Panel-based demographic measurement for A18-49. GRP reports available weekly."
  }
}
```

**Common Measurement Providers for CPP**:

* **Nielsen DAR/TV**: Industry-standard TV measurement
* **Comscore**: Campaign Ratings for CTV
* **iSpot.tv**: Advanced TV analytics
* **Triton Digital**: Audio/streaming measurement

Buyers should verify the measurement provider meets their campaign requirements before accepting CPP deals.

***

### CPC (Cost Per Click)

**Cost per click** - Performance-based pricing for engagement.

**Use Cases**: Direct response campaigns, search ads, social advertising

**Example**:

```json theme={null}
{
  "pricing_model": "cpc",
  "rate": 1.50,
  "currency": "USD",
  "is_fixed": false,
  "price_guidance": {
    "floor": 0.50,
    "p50": 1.20,
    "p75": 2.00
  }
}
```

**Billing**: Charged only when user clicks the ad

***

### Flat Rate

**Fixed cost** - Single payment regardless of delivery volume.

**Use Cases**: Sponsorships, takeovers, exclusive placements, branded content

**Example**:

```json theme={null}
{
  "pricing_model": "flat_rate",
  "rate": 50000.00,
  "currency": "USD",
  "is_fixed": true
}
```

**Billing**: Fixed cost for the entire campaign period

***

## Digital Out-of-Home (DOOH) Pricing

DOOH advertising uses existing pricing models—typically **CPM** or **flat\_rate**—with optional parameters to describe the inventory allocation.

### Basic Concepts

* **CPM for DOOH**: Priced per thousand impressions, where impressions are calculated based on venue traffic (e.g., Geopath data)
* **Flat rate for DOOH**: Fixed cost for specific duration or allocation (hourly, daily, or exclusive takeover)

### Simple Example: Billboard Takeover

```json theme={null}
{
  "product_id": "billboard_takeover",
  "name": "Premium Billboard - 24 Hour Takeover",
  "pricing_options": [{
    "pricing_model": "flat_rate",
    "rate": 50000.00,
    "currency": "USD",
    "is_fixed": true
  }],
  "delivery_measurement": {
    "provider": "Geopath",
    "notes": "Venue traffic data updated monthly. Estimated 2.5M impressions over 24 hours."
  }
}
```

### DOOH Parameters (Optional)

Publishers may include additional parameters to describe DOOH inventory allocation:

* `duration_hours`: Duration for time-based pricing
* `sov_percentage`: Share of voice (% of available plays)
* `daypart`: Specific time periods (e.g., "morning\_commute")
* `venue_package`: Named collection of screens

**Note**: DOOH measurement and buying practices vary by market. Publishers should clearly explain their measurement methodology and inventory allocation in the product description and `delivery_measurement` field.

***

## Multi-Currency Support

Publishers can offer the same product in multiple currencies:

```json theme={null}
{
  "product_id": "premium_video",
  "pricing_options": [
    {
      "pricing_option_id": "cpm_usd_guaranteed",
      "pricing_model": "cpm",
      "rate": 45.00,
      "currency": "USD",
      "is_fixed": true
    },
    {
      "pricing_option_id": "cpm_eur_guaranteed",
      "pricing_model": "cpm",
      "rate": 40.00,
      "currency": "EUR",
      "is_fixed": true
    },
    {
      "pricing_option_id": "cpm_gbp_guaranteed",
      "pricing_model": "cpm",
      "rate": 35.00,
      "currency": "GBP",
      "is_fixed": true
    }
  ]
}
```

**Buyer Responsibility**: Buyers must select a currency that the publisher supports.

## Fixed vs. Auction Pricing

### Fixed Pricing (`is_fixed: true`)

* Publisher sets a fixed rate
* Rate is guaranteed and predictable
* Common for guaranteed inventory
* Requires `rate` field

### Auction Pricing (`is_fixed: false`)

* Final price determined through auction
* Publisher provides `price_guidance` with floor and percentiles
* Common for non-guaranteed inventory
* Buyer submits `bid_price` in media buy request

**Auction Example**:

```json theme={null}
{
  "pricing_option_id": "cpcv_usd_auction",
  "pricing_model": "cpcv",
  "currency": "USD",
  "is_fixed": false,
  "price_guidance": {
    "floor": 0.08,
    "p25": 0.10,
    "p50": 0.12,
    "p75": 0.15,
    "p90": 0.18
  }
}
```

## Buyer Selection Process

Each package specifies its own pricing option, which determines currency and pricing model:

```json theme={null}
{
  "buyer_ref": "campaign_001",
  "start_time": "2025-01-01T00:00:00Z",
  "end_time": "2025-01-31T23:59:59Z",
  "brand_manifest": {
    "name": "Acme Corp",
    "url": "https://acmecorp.com"
  },
  "brief": "Q1 Brand Campaign",
  "packages": [{
    "buyer_ref": "pkg_ctv",
    "product_id": "premium_ctv",
    "format_ids": [{"agent_url": "https://creative.adcontextprotocol.org", "id": "video_30s"}],
    "pricing_option_id": "cpcv_usd_auction",
    "budget": 50000,
    "pacing": "even",
    "bid_price": 0.16
  }]
}
```

**How it works:**

1. Package selects `pricing_option_id` from product (e.g., "cpcv\_usd\_auction")
2. Pricing option determines currency, pricing model, and fixed vs auction
3. Package `budget` is in the pricing option's currency
4. Auction-based pricing requires `bid_price`
5. Sellers validate currency compatibility across packages

## Reporting Metrics by Pricing Model

Different pricing models report different primary metrics:

| Pricing Model | Primary Metric        | Secondary Metrics                     |
| ------------- | --------------------- | ------------------------------------- |
| CPM           | impressions           | clicks, ctr, spend                    |
| vCPM          | viewable\_impressions | impressions, viewability\_rate, spend |
| CPCV          | completed\_views      | impressions, completion\_rate, spend  |
| CPV           | views                 | impressions, quartile\_data, spend    |
| CPP           | grps                  | reach, frequency, spend               |
| CPC           | clicks                | impressions, ctr, spend               |
| Flat Rate     | N/A                   | impressions, reach, frequency         |

## Example: Multi-Model CTV Product

A publisher offering Connected TV inventory with multiple pricing options:

```json theme={null}
{
  "product_id": "ctv_premium_sports",
  "name": "Premium Sports CTV",
  "description": "High-engagement sports content on CTV devices",
  "format_ids": [
    {
      "agent_url": "https://creative.adcontextprotocol.org",
      "id": "video_15s"
    },
    {
      "agent_url": "https://creative.adcontextprotocol.org",
      "id": "video_30s"
    }
  ],
  "delivery_type": "guaranteed",
  "pricing_options": [
    {
      "pricing_option_id": "cpm_usd_guaranteed",
      "pricing_model": "cpm",
      "rate": 55.00,
      "currency": "USD",
      "is_fixed": true,
      "min_spend_per_package": 15000
    },
    {
      "pricing_option_id": "cpcv_usd_guaranteed",
      "pricing_model": "cpcv",
      "rate": 0.22,
      "currency": "USD",
      "is_fixed": true,
      "min_spend_per_package": 15000
    },
    {
      "pricing_option_id": "cpp_usd_m18-49",
      "pricing_model": "cpp",
      "rate": 300.00,
      "currency": "USD",
      "is_fixed": true,
      "parameters": {
        "demographic": "M18-49",
        "min_points": 50
      },
      "min_spend_per_package": 15000
    }
  ]
}
```

A buyer could choose CPP pricing if they're planning TV buys, CPCV if optimizing for engagement, or CPM for reach-based campaigns.

## Best Practices

### For Publishers

1. **Offer relevant pricing models** - Match pricing to your inventory type and buyer expectations
2. **Set appropriate minimums** - Use `min_spend_per_package` to ensure campaign viability
3. **Provide price guidance** - For auction pricing, give realistic floor and percentile data
4. **Consider multi-currency** - Support currencies of your target markets
5. **Document parameters** - Clearly explain thresholds, demographics, and action types

### For Buyers

1. **Select appropriate model** - Choose pricing that aligns with campaign objectives
2. **Match currency** - Ensure you select a currency the publisher supports
3. **Set realistic budgets** - Account for minimum spend requirements
4. **Align goals with pricing** - Set delivery goals that match your pricing model
5. **Monitor relevant metrics** - Focus on the metrics that matter for your pricing model

## Related Documentation

* [Media Products](/dist/docs/2.5.3/media-buy/product-discovery/media-products) - Product model reference
* [Creating Media Buys](/dist/docs/2.5.3/media-buy/task-reference/create_media_buy) - How to select pricing when buying
* [Delivery Reporting](/dist/docs/2.5.3/media-buy/task-reference/get_media_buy_delivery) - Understanding metrics by pricing model
* [Glossary](/dist/docs/2.5.3/reference/glossary) - Pricing and metric definitions