The minimum bid a seller will accept for an impression. Floors are set in the SSP or ad server, may vary by buyer, deal, format, or geography, and can be hard (below the floor loses) or soft (below the floor may still win under certain conditions). In a first-price world, floors are the seller's main pricing lever.
Cite this entry:
Agency Echelon. "Floor Price." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/floor-price/