Google introduces Price Transparency for EEA advertisers on DV360 and CM360

Google has rolled out new price transparency reports, specifically for advertisers within the European Economic Area (EEA). These reports provide insights into daily fees associated with ads shown on third-party and Google-owned platforms.

Advertisers in the EEA can now opt-in to receive a downloadable "price data file." This file breaks down pricing details for each billable advertisement, including:

• Total amount paid directly to Google
• Buy-side auction fees
• Auction gross revenue (for non-Google properties)
• Pricing model used (e.g., CPC, CPM)

Accounts for both Campaign Manager 360 and Display & Video 360 with billing addresses in the EEA are eligible. Advertisers can opt-in to access price transparency reports through their advertiser settings. Data transfer files containing the reports require a designated Google group email address.

Key Points

• EEA Focus: This change applies specifically to advertisers operating within the EEA.
• Data Sharing Option: Display & Video 360 advertisers can optionally share price data with publishers, disclosing exact billable amounts.
• Report Availability: After opting in, reports become available within 48 hours and remain accessible for 60 days.
• Data Discrepancies: Advertisers may notice minor differences between these reports and standard dashboards or billing invoices due to factors like traffic filtering, adjustments, and rounding.

Why It Matters

This move by Google enhances transparency in digital advertising pricing, providing EEA-based advertisers with granular financial data. The new insights could help advertisers better understand their ad spend and potentially optimize their campaigns for greater efficiency.