Definition

Document detailing prices for various ad placement options.

Information

While a rate card lists ad prices, among other things, it might be
a disservice to regard it as a fixed price sheet. In some respects, the
rate card functions as a PR piece, as sites attempt to position
their starting CPM rates in line with sites of a similar stature.

Currently, few sites are fetching the prices listed on their
rate cards, and many negotiations begin at significantly less than the
listed price. The stability of the price is directly tied to the supply demand for a specific audience.

Synonyms

advertising rate card

Related Terms

advertising network, CPM, rep firm

view all terms in the Online Advertising glossary or all terms in the Digital Marketing glossary