Wholesale versus retail
Think of a partner as a reseller. Google sets what the partner pays to access the platform. The partner sets what you pay — a retail rate that includes the wholesale cost, their margin, and whatever service is attached. You negotiate the retail number, not the wholesale one.
What drives the markup
- Your spend. Higher committed volume earns a lower percentage.
- Term and commitment. Longer contracts and firmer commitments pull the rate down.
- Service. More hands-on support means a higher effective rate, but it's buying something real.
- Bundling. Buying DV360, SA360, and CM360 together often earns a multi-platform discount.
- Competition. Whether the partner knows you're comparing quotes.
Estimated retail ranges
These are independent estimates for the platform fee — the retail rate — before service. They're expressed as ranges because the number is negotiated.
| Platform | Estimated retail rate |
|---|---|
| DV360 | ~7%–17% of spend (falls with volume) |
| SA360 | ~1.2%–5% of spend |
| CM360 | ~$0.03–$0.09 CPM |
Why rates vary so much
Because there's no public rate card, two partners can quote the same company very different numbers, and the same partner can quote two companies differently. That variance is the opportunity: it's why comparing quotes reliably beats accepting the first.
Model your spend in the comparison tool to see the estimated range, or submit a quote you've received to see exactly where it lands.
Common questions
What is a GMP reseller markup?
It's the difference between the wholesale fee Google charges a partner and the retail rate the partner charges you. The markup covers the partner's margin and any service, and it's the negotiable part of your rate.
Why do GMP rates vary so much between partners?
Because pricing is negotiated and there's no public rate card. Spend, term, service, bundling, and competitive pressure all move the number, so quotes for the same company can differ widely.
How do I know if my GMP rate is fair?
Compare it against other partners' quotes and against estimated market ranges. Submitting a quote you've received shows where it sits relative to the range, which is the clearest benchmark available.