Скачать или смотреть Rate Cards Explained – How Brands Price Advertising

Understanding how digital media companies price their ad products starts with understanding the rate card.

In this video, James Deaker breaks down what a rate card is, why it exists, and how it works in modern digital advertising. He explains the difference between external and internal rate cards, how target and floor prices function, and why rate cards can evolve from simple documents to highly complex pricing systems involving thousands of combinations.

Topics covered include:

Why rate cards still matter in a programmatic world

How demographic and geographic segmentation increases complexity

The tools used by organizations to manage evolving rate card structures

00:00 Introduction
00:13 What Is a Rate Card and Why Does It Exist?
00:43 Who Uses Rate Cards in Digital Media
01:06 How Rate Cards Communicate Price to the Market
01:44 The Structure of a Simple Rate Card
02:07 Why Rate Cards Are Often Negotiable
02:36 External vs. Internal Rate Cards
03:00 Target Price vs. Floor Price
03:48 Timing and Seasonality in Rate Cards
04:28 Challenges When Campaigns Span Quarters
04:47 What Makes a Rate Card More Complex
05:12 Audience Segmentation and Demographic Pricing
06:00 Dayparting and Geographic Segmentation
06:20 Custom Rate Cards for Large Advertisers
06:50 How Complex Rate Cards Can Become
07:17 Tools for Managing Rate Card Complexity
07:44 From Paper to Spreadsheets to Custom Platforms

I share short notes each week (for free) on pricing and yield issues I see in real companies. If that’s useful, you can subscribe here:
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