A floor price is the minimum price that a publisher is willing to accept for a given ad impression. This is typically used in programmatic advertising, where ads are bought and sold through automated auctions. In a floor price auction, the publisher sets a minimum price for each ad impression, and advertisers can place bids above this price. The highest bidder wins the auction and gets to display their ad on the publisher's website or app.
A fixed price, on the other hand, is a pre-determined price that is agreed upon by the publisher and the advertiser for a given ad impression. In a fixed price model, the advertiser pays the agreed-upon price, regardless of whether there are other bids in the auction or not. Fixed pricing is typically used in direct sales, where the publisher and advertiser negotiate and agree on the price for a specific ad placement.