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