The rate is the cost measurement based on the number of impressions, clicks, views, and actions and frequency. The rate is fixed or dynamic.
In fixed pricing, the rate is a set amount. A single row follows the budget based on cost or impressions or clicks.
In dynamic pricing, the rate is variable and negotiated. Multiple line items follow a shared budget across the campaigns. The budget is spent based on the line item performance. The total impressions and clicks are initial estimates.
Campaign Media Plan - Units, Rates, and Costs
Basis Platform supports multiple rate types under Units. The "clicks per" rate type value impacts the calculation for SOV% (Share of Voice) along with the gain/loss, net, and ad server Costs. The flat and AV (added value) rate types impact the calculation for the SOV%. The dynamic rate type starts with an estimate impressions and clicks in calculating the costs. The campaign performance impacts the calculated costs.
Campaign Media Plan - Units Rate Type