[RTB] soft floor price vs hard floor price


指的是一般收價標準的分隔線。在RTB bidding 中, HFP是 publisher 提出的impression 最低售價, 如上圖。若A,B出價皆低於此價格的則無人得標. 若在SFP及HFP之間則取A作為收費, 若是高於SFP則取第二高者(這裡是B)的出價作為收費 (cleaning price).
(source)
Hard floor priceNormal floor price as we all know. Bids clear at second price auction. Any bids below floor price will be rejected.
Soft floor priceWhen bids are above soft floor price, it will clear at second price auction.
When bids are below soft floor price, it will clear at first price auction.

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