Read Time: 6 minutes
Learn why flat-rate pricing holds publishers back—and how to move confidently toward dynamic, category-based pricing using Campaign Builder, AmpPlus, and Avid’s managed delivery. Discover how to tailor rates to each industry, create scalable product tiers, and use data to drive performance, protect margin, and grow sustainably across verticals like Finance, Travel, Tech, and more.
Why publishers need to move beyond flat rates, and how to do it confidently using Campaign Builder, AmpPlus, and Avid’s managed service
For advanced publishers, growth often gets blocked not by capability, but by structure. Sales and operations teams may be running sophisticated campaigns, but they’re still pricing products using flat rates or a one-size-fits-all model.
That’s a problem when content costs, amplification needs, and advertiser expectations vary dramatically across industries. Finance clients don’t behave like FMCG. Travel doesn’t scale the same way as Tech.
Without tailored pricing, sales teams risk undercharging, ops teams risk over-delivering, and margins slowly erode.
Why Industry-Specific and Dynamic Pricing Matters
1. Reflects True Value and Costs
Different verticals bring different content needs, audience sizes, and media expectations. Pricing that reflects these nuances ensures publishers are fairly compensated for the value and delivery costs associated with each sector.
For example, an article targeting a high-intent financial audience may justify a premium rate over a lifestyle feature based on advertiser demand and conversion potential.
2. Optimises Revenue and Margin
Dynamic pricing, adjusting rates based on category, demand, or amplification scale—enables publishers to capture more value in high-demand verticals and avoid overcommitting in low-yield campaigns.
It also protects margins when running guaranteed deliverables, especially when layered with tools like AmpPlus to forecast and manage delivery precisely.
3. Enables Product Diversification and Scale
By creating a suite of vertical-specific products, publishers can align deliverables, content formats, and audience targeting to what each category demands—whether that’s reach, performance, or brand-building.
Using Campaign Builder, teams can easily duplicate and adapt core products across categories, with each version tailored to its target industry and budget range.
4. Supports Data-Driven Optimisation
Dynamic pricing creates better data. Publishers can track campaign performance and pricing impact across sectors, using these insights to fine-tune benchmarks and proactively optimise inventory, campaign structure, and sales strategy over time.
Confidently Set—and Deliver—Industry-Specific Deliverables
Introducing dynamic pricing means you need confidence not just in delivery, but in the benchmarks you set upfront.
Avid’s managed service helps solve both sides of the equation. Drawing on data from over 10,000 branded content campaigns across verticals, we work with publishers to set realistic, category-specific deliverables—then deliver them at scale using AmpPlus.
This removes the guesswork for sales teams and reduces the risk of underpricing high-value categories or overcommitting on lower-margin campaigns. It also frees up time for your teams by automating the planning and execution side, so you can focus on growth.
By combining Campaign Builder, AmpPlus, and Avid’s managed delivery model, publishers can confidently introduce vertical-specific pricing without putting performance or margin at risk.
Best Practices for Rolling Out Vertical-Specific & Dynamic Pricing
Segment by Industry
Build product sets tailored to categories like Finance, Travel, Tech, Retail, and Health—each with pricing that reflects delivery costs, content performance, and advertiser value.
Create Tiered Versions Per Vertical
Develop scaled packages (e.g. Awareness vs Performance tiers) for each industry, showing what advertisers unlock at each level.
Use Dynamic Pricing Frameworks
Adjust rates over time based on campaign performance, audience demand, or seasonality—using data to continuously optimise.
Empower Sales Teams
Equip your team with flexible rate cards and vertical-specific packages that support margin discipline while allowing for upsell conversations.
Automate Delivery Tracking
Use AmpPlus to set clear expectations and track guaranteed and expected deliverables in real time—reducing the need for manual oversight.
Final Thought
Flat-rate pricing limits growth. Publishers operating at a sophisticated level need pricing and product models that reflect the value they bring—without risking margin or creating friction in the sales process.
Dynamic, vertical-specific pricing models—powered by smart product design and data-backed delivery—are how advanced publishers stay competitive, scalable, and profitable in today’s content economy.
Want help rolling out dynamic, industry-specific pricing that protects margin and scales with confidence?
Get in touch and we’ll show you how to build vertical-specific product tiers and rate cards using Campaign Builder, AmpPlus, and Avid’s managed delivery—so you can optimise revenue without overpromising.