Start programmatic proposals
Programmatic proposal line items
Once you successfully save a draft of a programmatic proposal, you can add proposal line items.
Priority and Ad Exchange
Ad Exchange line items set up under the Ad Manager "Delivery" tab compete for inventory with the Programmatic Guaranteed line items. If priority levels set in Ad Exchange line items are higher than those in your Programmatic Guaranteed line items, Programmatic Guaranteed line items could fail to serve. Learn more about configurable priority levels.
Priority and Preferred Deals
Preferred Deal line item type has a fixed priority value that ensures it wins ahead of the Open Auction and all other line item types except guaranteed line items. Learn more
Creatives aren't hosted or managed in Ad Manager but are instead hosted in Display & Video 360 or in other demand-side platforms (DSPs) by the buyer.
Determine your buyer's creative requirements before adding a proposal line item. The creative is the central and most important piece of any advertiser's or buyer's campaign, and the proposal line item should be configured to align with those creative requirements. Learn in Creatives for Programmatic Direct.
As the first step of adding a proposal line item, you need to choose either the Display or Video ad type. Ad type in the context of Programmatic Direct indicates what creatives the buyer should upload later to Display & Video 360 or another DSP. Learn more in Ad type.
Proposal line items are added to a programmatic proposal and are similar delivery line items in Ad Manager. They contain delivery details, including information like impressions, start and end times, and targeting.
Programmatic proposal line items fields that are similar to delivery line items fields include:
- Inventory sizes
- Custom fields
- Line item type
- Start and end times
- Delivery settings
- Environment: identifies the format of inventory or "channel" in which ads serve. Every proposal line item must indicate an environment. Environments include:
- Mobile app
- In-stream video
Ad Manager Administrator permissions (or similar) is required to configure environments. Inventory associated with a proposal line item should conform to the environment specified. Creatives aren't managed in proposal line items and should be uploaded by the buyer in Display & Video 360. Learn more
Billing threshold per day: For Sponsorship CPD campaigns.
Billing threshold is the minimum impressions that must be exceeded each calendar date in order for you to earn revenue on any given day of delivery. A calendar date is the 24-hour period comprising a date of delivery, from 12:01 am to 12:00 midnight on a given day of delivery.
A campaign must deliver at least one impression above minimum even if it serves only part of the calendar date. If the campaign fails to deliver this minimum, the advertiser is not billed and you will not be compensated for delivery for that day.
Billing threshold protects advertisers against paying CPD flat fees for line items that fail to meet an agreed upon minimum.
Good to know about CPD Sponsorships
- CPD Sponsorships do not 100% guarantee that buyer's ads will be the only ads that appear during the time period
- In rare cases, Ad Manager may be unable to serve the buyer's creative—for example, the creative isn't supported by the user's browser. Ad Manager nonetheless ensures your impression is fully monetized by serving a contending ad instead. While this occurrence is the exception, for this reason CPD Sponsorships should not be sold as a 100% Share of Voice guarantee
- CPD sponsorships must meet or exceed the billing threshold on a given day of ad delivery in order for the advertiser to be billed and for you to be compensated for delivery for a given day. However, billing and compensation is not based upon impressions served but upon the agreed CPD rate
Internal notes: can only be seen by people in your Ad Manager network and not by buyers. Notes here appear in the corresponding order for this proposal as read-only information.
Additional terms: specifies the further conditions to which you and the buyer must adhere.
Audience lists can be targeted by buyers only during negotiation. Buyers cannot modify audience lists once a proposal is finalized. To change audience lists, a buyer needs to reopen and start negotiation with you again, where you have the opportunity to accept or reject changes. During this time, the finalized campaign runs as-is.
If a buyer has added an audience list, you'll see this indication under the "Targeting" section:
Buyer has targeted/excluded audience lists
- Ad Manager doesn't display details about the audience list, and you won't be able to change or remove the audience list.
- Check Delivery forecast and contending line items tab to ensure there is enough inventory to satisfy the buyer's targeted audience.
Buyers can also add audience lists to an RFP (request for proposal). When they do, every proposal line item added to a proposal automatically includes buyer audience targeting.
There is no way for you to remove audience lists from individual proposals. Only the buyer can
remove or update audience targeting from individual proposal line items. Learn more in Buyer initiated proposals (RFPs).
Not all fields and settings are visible to the buyer. Fields or settings with this icon are never visible to the buyer:
- Not visible to buyer
In addition, only some of what the buyer can see is negotiable. Here's what buyers can view and negotiate:
|Setting or value||Visible||Negotiable|
|Line item type||✔||✘|
|Geo targeting ✥||✔||✘|
* Environment can't be changed once you send the proposal to the buyer for the first time.
✥ Only geo targeting can be viewed but not changed by the buyer (nonnegotiable). Other targeting is never visible to the buyer and not negotiable. If you make changes to geo targeting after the buyer accepts, changes are not reflected in the buyer's user interface once the order is updated.
Programmatic Direct allows you negotiate both Programmatic Guaranteed and Preferred Deal (non-guaranteed) proposal line items. Select either "Standard" or "Sponsorship" for the line item type to negotiate a guaranteed campaign. Select "Preferred deal" for non-guaranteed campaigns. Learn more about these campaign types in Guaranteed versus non-guaranteed programmatic campaigns.
To add a programmatic proposal line item:
|Procedure below differs for Sales Management. See instead section below.|
- From the details of a proposal, ensure that you're on the Proposal line items tab.
- Click New proposal line item.
- Enter a name. Buyers see this name during negotiation. Use something descriptive and follow naming conventions for your organization.
- Specify environment.
Environment should align with the creatives that your buyer wants to run for this campaign. Environment can be changed until you send the proposal to the buyer for the first time. Once you send it to the buyer for the first time, environment is fixed and can't be changed. Learn more about creatives for Programmatic Direct.
- Select line item type.
- Sponsorship: guaranteed campaigns
- Standard: guaranteed campaigns
- Preferred deal: non-guaranteed campaigns
Proposals can contain Programmatic Guaranteed proposal line items (Standard or Sponsorship) or Preferred Deal (non-guaranteed) proposal line items but not both.
- Inventory sizes. Sizes selected should align with ad units targeted.
Creative details and roadblocks
Some campaigns might need to target inventory of the same sizes on a single page—for example, roadblock campaigns. If so, click provide some creative details under the "Size" field and specify a count for each size. Specifying a count ensures that Ad Manager requests the correct number of creatives from buyers. Learn more
Creative-level targeting is only available when more than one size is included and the creative source is set to "Publisher managed". Click "provide some creative details" to configure additional sizes. Creative-level targeting is configured in the corresponding line item.
- Indicate start and end time.
- Enter quantity.
- Standard: Contracted quantity of impressions
- Sponsorship: Billing threshold per day
- Preferred deal: Estimated quantity
- Enter rate.
- Standard: CPM
- Sponsorship: CPD
- Preferred deal: CPM
Enter the quantity and indicate a starting CPM rate.
- Configure delivery options.
- Add targeting. The buyer can only see geo-targeting. Other targeting remains viewable only to you and other people in your network that have access to the proposal.
Demographic targeting can be used only with Sponsorship or Standard line item types in programmatic proposals.
- In the "Additional settings" section, you can:
- Add labels. Labels are optional and used for a variety of purposes. Learn more
- Select the "Allow same advertiser exception" option if needed. Learn more
- Configure custom fields.
- Add internal notes—only people in your network can see these notes, not buyers.
- Include additional terms—buyers do see additional terms, which represent additional conditions to which you and the buyer must adhere.
- Select a viewability partner.
- Click Save draft.
You can continue to add additional proposal line items and make changes to your draft. Once you're satisfied with the details in the proposal and its proposal line items, you can send it to the buyer to start negotiation. Learn more about the negotiation process and what happens when a proposal is finalized in Negotiate proposals.
Creatives aren't managed in proposal line items but hosted in Display & Video 360 by the buyer. Learn more in Creatives for Programmatic Direct.
Video proposal line items
Max duration is required for programmatic proposal line items. The value entered is used for forecasting and to enforce the maximum duration of videos buyers can upload when working with optimized pods for video VAST ads. If buyers upload videos that exceed this maximum, video ad serving could fail.
| Sales Management
Creating programmatic proposal line items is similar to creating other proposal line items in Sales Management. They originate from products in the catalog. Products selected must qualify for programmatic sales in order to be added to a programmatic proposal.
Products qualify for programmatic sales if they meet following requirements:
Any rate card can be used to add products as long as it has products that qualify for programmatic sales.
You can add to an existing programmatic proposal or to a new programmatic proposal.
Add to an existing programmatic proposal:
Ad Manager adds the products as proposal line items to your proposal. If you need sponsorships products, you can also use the Sponsorship calendar to add products when you start from a proposal.
Add to a new programmatic proposal:
You can continue to add additional proposal line items and make changes to your draft. Once you're satisfied with the details in the proposal and its proposal line items, you can send it to the buyer to start negotiation. Learn more about the negotiation process in Negotiate programmatic proposals.
Net cost and potential earning: All programmatic proposal line item costs are calculated based on net rate (and result in a net cost). The gross pricing model, which takes into account agency fees or commission, isn't supported. In addition, gross-based rate cards (which allow your Ad Manager network to absorb agency fees and commission), aren't supported.