Price data and transparency

With the price data file, buyers with a billing address in the European Economic Area (EEA) can access pricing details for billable advertisements served to an end user in the EEA, respectively. The file is available daily as a downloadable compressed CSV file. You can use your price data files to see how much you were paid per billable advertisement and associated fees related to the advertisement.

Once you've requested access to receive the price data file, it may take up to 48 hours for the data to become available. Any price data files generated will be retained for a minimum of 60 days. No report will be generated if your account doesn’t have traffic served to EEA end users for the given day. After 90 days of inactivity, you will need to re-enable access and to continue receiving reports.

Explore details about price data files

Review the technical specifications and data fields contained within your price data files. Use the following details to navigate the file structure and identify key transparency metrics.

Data contained in your price data file is reported in your account's default currency.
Data in the downloaded files may differ from what you see in your account for various reasons, including the following:
- The price data file includes EEA billable events only. The events are based on your account's billing address. For example, accounts in EEA get EEA events.
- The price data file may include unadjusted invalid traffic due to daily report generation.
- Additional event signals may have been received after file generation.
- Rounding of monetary values, currency conversions, or other billing adjustments.

EEA buyers only:

Administrator user role permissions are required to:
- Opt in to receive price data files
- Download price data files
- Share price data with publishers
You can share event-level price data with publishers supplying you inventory. By default, you are not opted in to sharing your price data at an event level.
If you opt in to share your price data at an event level, EEA publishers serving your ads on their sites will see how much you were charged per billable advertisement. If you decline sharing price data, your data will be shared in aggregate along with other buyers serving ads for a given publisher.
- When opted in to accessing non-aggregate price data, Google will share event-level data regarding the auction gross revenue (media cost), buyer platform fee (currency), buyer platform fee (currency), and advertiser paid amount.
  Publisher data—such as the price the publisher paid and the seller platform fee (currency)—will only be shared if the publisher has consented to sharing that information. If a publisher declines to opt in to sharing their price data, their data will be shared in aggregate.
- Google will not share your event-level price data—such as the amount you were charged as the buyer and the buyer platform fee (currency)—with publishers unless you consent to price data sharing.
  If you decline to opt in to sharing your price data, your data will be shared in aggregate with other buyers also serving ads for a given publisher.

Configure and request access to receive the price data file

Complete the following steps to opt in to receive the price data file. You also have the option to share your price data with publishers.

Sign in to Buyer Direct.
Click Admin, then Account settings.
(Optional) Locate the Buyer Direct Settings, then Price transparency.
To access non-aggregate price data, turn on “Access non-aggregate price data.”
(Optional) Turn on “Share your price data with publishers”.
Click Save. Once these settings are saved, you’ll be able to receive price transparency data. You can download data as a compressed CSV file from this settings page within 48 hours of opting in.

Download your price data file

Note: The price data contained in the file may differ from other data sources for your account due to the following.

The price data file includes EEA events only. The events are based on your buyer's billing address. For example, networks in EEA get EEA events, and networks.
The price data file may include unadjusted invalid traffic due to daily report generation.
Additional event signals may have been received after file generation.
Rounding of monetary values, currency conversions, or other billing adjustments.

Complete the following steps to download your price data file:

Sign in to Buyer Direct (or your Agency).
Click Admin, then Account settings.
Locate “Buyer Direct Settings - Price transparency,” turn on the Access non-aggregate price data toggle. Click Save.
Select the date for which you want to download your price data file.
Click Download Transparency Report. The compressed CSV file containing your price data report will download.

To view the data, open the CSV file in a spreadsheet program (like, Google Sheets) or a compatible text editor to view its contents. The price data CSV file contains non-standard formatting, including a header table and a body table, which may require custom changes to interpret programmatically.

Note: Price data CSV files may take additional time to download because they contain large amounts of data. Some spreadsheet programs may not be able to open the files due to the large number of rows.

Price data file structure

Price data reports are delivered in compressed CSV format and contain two distinct parts, Aggregate and Billable advertisement.

Aggregate header table

The aggregate table sums all CPM-based events where the publisher’s price data was not disclosed. It provides event counts grouped by line item monetization and delivery method.

Billable advertisement table

Each row in this table is an event that represents a billable advertisement served on behalf of the agency or buyer. The data only includes billable advertisements for EEA.

Event-level data includes the:

Auction gross revenue (media cost)
Seller platform fee (currency)
Amount the publisher was paid

Some EEA event-level data is redacted or unavailable, including in the following scenarios:

Traffic from a Google sell-side platform where the publishers had EEA billing addresses, but did not consent to price sharing. (Reason: No consent; represented in the price data file as "N.C.")
Traffic from a Google sell-side platform where the publisher was not in the EEA and served an ad on the publisher’s properties for the given date. (Reason: No consent; represented in the price data file as "N.C.")

Columns in your price data files

Column name	Description
Event count	Count of events associated with a given row.
Event ID	A unique identifier for each billable advertisement. This value is unique across all files.
Date of Event	The date the event occurred in ISO formatted date (YYYY-MM-DD).
Advertiser Paid Amount	The amount the advertiser paid to the buyer platform for the advertisement.
Buyer Platform Fee	The buyer platform fee charged to the advertiser for the advertisement.
Measure for Advertiser Payment	The pricing used to calculate the charges to the advertiser. The value includes CPM - Cost-per-mille (Cost per 1000 Impressions)
Auction Gross Revenue (Media Cost)	The amount of the buyer platform paid into the auction.
Seller Platform Fee	The amount of the seller platform paid into by the publisher for the advertisement.
Amount Publisher Paid	The amount the publisher was paid for the advertisement.
Measure for Publisher Payment	The measure by which the publisher was remunerated. Allowable values: CPC - Cost-per-click CPM - Cost-per-mille (Cost per 1000 Impressions) CPA - Cost-per-action CPV - Cost-per-view CPD - Cost-per-day vCPM - Cost-per-viewable mille (Cost per 1000 viewable impressions)

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