adcontextprotocol · bokelley · Feb 11, 2026 · Feb 11, 2026
diff --git a/.changeset/add-time-pricing.md b/.changeset/add-time-pricing.md
@@ -0,0 +1,5 @@
+---
+"adcontextprotocol": minor
+---
+
+Add TIME pricing model for sponsorship-based advertising where price scales with campaign duration. Supports hour, day, week, and month time units with optional min/max duration constraints.
diff --git a/docs/media-buy/advanced-topics/pricing-models.mdx b/docs/media-buy/advanced-topics/pricing-models.mdx
@@ -1,7 +1,7 @@
 ---
 title: Pricing Models
-description: Comprehensive guide to AdCP's flexible pricing models including CPM, CPCV, CPP, CPC, CPA, and DOOH support
-keywords: [pricing models, CPM, CPCV, CPP, CPC, CPA, CPV, GRP, video pricing, DOOH, share of voice, measurement, conversions]
+description: Comprehensive guide to AdCP's flexible pricing models including CPM, CPCV, CPP, CPC, CPA, Time, and DOOH support
+keywords: [pricing models, CPM, CPCV, CPP, CPC, CPA, CPV, GRP, video pricing, DOOH, share of voice, measurement, conversions, time-based, sponsorship, daily rate]
 ---
 
 
@@ -310,6 +310,54 @@ Buyers should verify the measurement provider meets their campaign requirements
 
 ---
 
+### Time (Cost Per Time Unit)
+**Cost per time unit** - Rate scales with campaign duration, enabling self-serve sponsorships.
+
+**Use Cases**: Homepage takeovers, section sponsorships, premium placements where price depends on booking duration
+
+**Example**:
+```json
+{
+  "$schema": "https://adcontextprotocol.org/schemas/v2/pricing-options/time-option.json",
+  "pricing_option_id": "time_usd_daily",
+  "pricing_model": "time",
+  "fixed_price": 50000.00,
+  "currency": "USD",
+  "parameters": {
+    "time_unit": "day",
+    "min_duration": 1,
+    "max_duration": 30
+  }
+}
+```
+
+**Billing**: Cost = `fixed_price` x number of `time_unit`s in the campaign flight. For example, a 3-day campaign at $50,000/day = $150,000 total.
+
+**Parameters**:
+- `time_unit` (required): `"hour"`, `"day"`, `"week"`, or `"month"`
+- `min_duration` (optional): Minimum booking duration in time units
+- `max_duration` (optional): Maximum booking duration in time units
+
+**Time Unit Calculation**:
+
+| Time Unit | Calculation |
+|-----------|-------------|
+| `hour` | rate x hours in flight |
+| `day` | rate x calendar days in flight |
+| `week` | rate x weeks (seller-defined rounding) |
+| `month` | rate x months (seller-defined pro-rating) |
+
+**Comparison with Flat Rate**:
+
+| Aspect | Flat Rate | Time |
+|--------|-----------|------|
+| Semantics | Fixed total cost | Rate x duration |
+| `fixed_price` means | Total campaign cost | Cost per time unit |
+| Buyer flexibility | Must negotiate duration | Self-serve any duration |
+| Use case | Fixed sponsorships | Scalable sponsorships |
+
+---
+
 ## Digital Out-of-Home (DOOH) Pricing
 
 DOOH advertising uses existing pricing models—typically **CPM** or **flat_rate**—with optional parameters to describe the inventory allocation.
@@ -459,6 +507,7 @@ Different pricing models report different primary metrics:
 | CPC | clicks | impressions, ctr, spend |
 | CPA | conversions | conversion_value, cost_per_acquisition, roas, spend |
 | Flat Rate | N/A | impressions, reach, frequency |
+| Time | N/A | impressions, reach, frequency |
 
 ## Example: Multi-Model CTV Product
 

diff --git a/docs/media-buy/product-discovery/media-products.mdx b/docs/media-buy/product-discovery/media-products.mdx
@@ -7,7 +7,7 @@ A **Product** is the core sellable unit in AdCP. This document details the Produ
 
 <Tip>
 **Pricing Models**
-Products declare which pricing models they support. Buyers select a specific pricing option when creating media buys. See the complete [Pricing Models Guide](/docs/media-buy/advanced-topics/pricing-models) for details on CPM, CPCV, CPP, CPC, vCPM, and flat rate pricing.
+Products declare which pricing models they support. Buyers select a specific pricing option when creating media buys. See the complete [Pricing Models Guide](/docs/media-buy/advanced-topics/pricing-models) for details on CPM, CPCV, CPP, CPC, CPA, vCPM, flat rate, and time-based pricing.
 </Tip>
 
 ## The Product Model
@@ -41,10 +41,10 @@ Publishers declare which pricing models they support for each product. Buyers se
 - **CPC** (Cost Per Click) - Cost per click on the ad
 - **CPCV** (Cost Per Completed View) - Cost per 100% video/audio completion
 - **CPV** (Cost Per View) - Cost per view at publisher-defined threshold
-- **CPA** (Cost Per Action) - Cost per conversion/acquisition
-- **CPL** (Cost Per Lead) - Cost per lead generated
+- **CPA** (Cost Per Acquisition) - Cost per conversion event (purchase, lead, signup, etc.)
 - **CPP** (Cost Per Point) - Cost per Gross Rating Point (TV/audio)
 - **Flat Rate** - Fixed cost regardless of delivery volume
+- **Time** - Cost per time unit (day, week, month) that scales with campaign duration
 
 #### PricingOption Structure
 

diff --git a/static/schemas/source/core/pricing-option.json b/static/schemas/source/core/pricing-option.json
@@ -27,6 +27,9 @@
     },
     {
       "$ref": "/schemas/pricing-options/flat-rate-option.json"
+    },
+    {
+      "$ref": "/schemas/pricing-options/time-option.json"
     }
   ]
 }
diff --git a/static/schemas/source/enums/pricing-model.json b/static/schemas/source/enums/pricing-model.json
@@ -12,7 +12,8 @@
     "cpv",
     "cpp",
     "cpa",
-    "flat_rate"
+    "flat_rate",
+    "time"
   ],
   "enumDescriptions": {
     "cpm": "Cost Per Mille - cost per 1,000 impressions",
@@ -22,6 +23,7 @@
     "cpv": "Cost Per View - cost per view at publisher-defined threshold (e.g., 50% completion)",
     "cpp": "Cost Per Point - cost per Gross Rating Point or Target Rating Point (TV/audio)",
     "cpa": "Cost Per Acquisition - cost per conversion event (purchase, lead, signup, etc.)",
-    "flat_rate": "Flat Rate - fixed cost regardless of delivery volume (sponsorships, takeovers)"
+    "flat_rate": "Flat Rate - fixed cost regardless of delivery volume (sponsorships, takeovers)",
+    "time": "Time - cost per time unit (hour, day, week, or month) that scales with campaign duration"
   }
 }
diff --git a/static/schemas/source/index.json b/static/schemas/source/index.json
@@ -552,6 +552,10 @@
         "flat-rate-option": {
           "$ref": "/schemas/pricing-options/flat-rate-option.json",
           "description": "Flat rate pricing for DOOH and sponsorships - supports fixed rate and auction modes"
+        },
+        "time-option": {
+          "$ref": "/schemas/pricing-options/time-option.json",
+          "description": "Time-based pricing - cost per time unit (hour, day, week, month) that scales with campaign duration"
         }
       }
     },

diff --git a/static/schemas/source/pricing-options/time-option.json b/static/schemas/source/pricing-options/time-option.json
@@ -0,0 +1,68 @@
+{
+  "$schema": "http://json-schema.org/draft-07/schema#",
+  "$id": "/schemas/pricing-options/time-option.json",
+  "title": "Time-Based Pricing Option",
+  "description": "Cost per time unit (hour, day, week, or month) - rate scales with campaign duration. If fixed_price is present, it's fixed pricing. If absent, it's auction-based.",
+  "type": "object",
+  "properties": {
+    "pricing_option_id": {
+      "type": "string",
+      "description": "Unique identifier for this pricing option within the product"
+    },
+    "pricing_model": {
+      "type": "string",
+      "const": "time",
+      "description": "Cost per time unit - rate scales with campaign duration"
+    },
+    "currency": {
+      "type": "string",
+      "description": "ISO 4217 currency code",
+      "pattern": "^[A-Z]{3}$",
+      "examples": ["USD", "EUR", "GBP", "JPY"]
+    },
+    "fixed_price": {
+      "type": "number",
+      "description": "Cost per time unit. If present, this is fixed pricing. If absent, auction-based.",
+      "minimum": 0
+    },
+    "floor_price": {
+      "type": "number",
+      "description": "Minimum acceptable bid per time unit for auction pricing (mutually exclusive with fixed_price). Bids below this value will be rejected.",
+      "minimum": 0
+    },
+    "price_guidance": {
+      "description": "Optional pricing guidance for auction-based bidding",
+      "$ref": "/schemas/pricing-options/price-guidance.json"
+    },
+    "parameters": {
+      "type": "object",
+      "description": "Time-based pricing parameters",
+      "required": ["time_unit"],
+      "properties": {
+        "time_unit": {
+          "type": "string",
+          "enum": ["hour", "day", "week", "month"],
+          "description": "The time unit for pricing. Total cost = fixed_price × number of time_units in the campaign flight."
+        },
+        "min_duration": {
+          "type": "integer",
+          "minimum": 1,
+          "description": "Minimum booking duration in time_units"
+        },
+        "max_duration": {
+          "type": "integer",
+          "minimum": 1,
+          "description": "Maximum booking duration in time_units. Must be >= min_duration when both are present."
+        }
+      },
+      "additionalProperties": true
+    },
+    "min_spend_per_package": {
+      "type": "number",
+      "description": "Minimum spend requirement per package using this pricing option, in the specified currency",
+      "minimum": 0
+    }
+  },
+  "required": ["pricing_option_id", "pricing_model", "currency", "parameters"],
+  "additionalProperties": true
+}
-Original file line number
+Diff line change
@@ Expand Up / @@ -27,6 +27,9 @@ @@
         },
         {
           "$ref": "/schemas/pricing-options/flat-rate-option.json"
+        },
+        {
+          "$ref": "/schemas/pricing-options/time-option.json"
         }
       ]
     }