Rob Beeler, Beeler.Tech: Floor prices are an essential signal to the marketplace to help negotiate a fair price for your inventory. Without floors, it is up to the buy side to determine value and will set the lowest price possible. Like any business, you want to price your products and services fairly and to help maximize profits. The biggest questions of the day are to the extent dynamic flooring can generate additional revenue and if the floors publishers set are actually properly passed on to the buy side. On the first question, our take is based on community feedback that dynamic flooring is not a sure thing for every publisher but for many publishers it has been successful. Testing however is complicated – it can be hard to measure the impact on flooring in many cases.

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