Google has reintroduced the ability for publishers to set different ad pricing on its products for the first time in more than six years.
Publishers used to be able to choose to set higher price floors on Google than they did for non-Google programmatic advertising.
Many publishers set higher minimum prices for Google’s demand to avoid practices like Google using the advantageous data it had from across its tools to bid marginally higher than any non-Google bid.
But in April 2019 Google introduced unified pricing, meaning publishers had to sell to Google and its competitors for the same price.
