Ad tech vendors often warn publishers: “Don’t lower your price floors.” But what if that advice is holding you back from seeing your true demand curve?



In this video, I explain why starting lower isn’t about giving away value—it’s about uncovering hidden demand, attracting new buyers, and making data-backed decisions that maximize long-term yield. You’ll learn:



Why “optimal” floors from vendors may not align with your definition of success



How first-price auctions have changed the dynamics of bidding and floors



The overlooked benefit of discovery—for both publishers and advertisers



How to run temporary floor tests without devaluing your inventory



Common traps like buyer anchoring and perceived value (and how to avoid them)



Lowering floors isn’t a race to the bottom. It’s a strategic experiment to reveal demand you can’t see when floors are set too high. Start low, learn quickly, and then raise floors with purpose.



If you’re leaving money on the table because of high floors—or relying solely on “auto-optimized” exchange settings—this video will show you why it’s worth grabbing the wheel yourself.



👉 Watch to learn how to test, optimize, and drive higher long-term yield.

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