About programmatic proposal line items

Proposal line items are added to a programmatic proposal and are similar to delivery line items in Ad Manager. They contain delivery details, including information like impression goal or quantity, start and end times, and targeting.

  • Expected creatives, including sizes, count per size, and whether the creatives are managed by the advertiser or publisher.
  • Labels
  • Custom fields
  • Line item type
  • Start and end times
  • Quantity
  • Delivery settings
  • Targeting

If you're familiar with line items, then you'll recognize the above features. Proposal line items contain additional features to assist in programmatic transactions. Click here when you're ready to add proposal line items.

Ad type

Identifies the kind of creative that should serve. Every proposal line item must indicate an ad type. Ad types include:

Inventory type

The kind of inventory or medium in which an ad serves. Inventory targeted in proposal line items should align with the inventory type specified. 


Cost negotiated with buyer, either CPM or CPD depending on line item type. Viewable and negotiable by buyers. Learn more about the quantity entered for each rate type.

  • Sponsorship CPD (Display & Video 360 only)
  • Sponsorship CPM (Display & Video 360 only)
    Provides a direct correlation between spend and number of impressions. The buyer is billed based on actual impression delivery over the date range, up to an agreed upon limit.
  • Standard CPM

    The CPM rate when calculated against quantity reflects potential earnings for a line item before gross revenue is calculated and your net payments are issued.

  • Preferred Deal CPM
For Programmatic Guaranteed sponsorships (CPM or CPD) with Display & Video 360 buyers, check the “Breakdown by targeting” section in the forecast to ensure the buyer uploads a creative that’s valid on all impressions. If you see a significant number of NPA (non-personalized ad) impressions under “Creative restrictions,” encourage the buyer to upload a non-third party creative so the deal is eligible to serve on all potential impressions, especially if the deal is 100% share of voice.

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 12:00 am to 11:59 PM (in the publisher's time zone) 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 are currently for deals with Display & Video 360 buyers only.
  • 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.

Impression limit (for Sponsorship CPM campaigns)

This limit is represented as a negotiation field on the deal and specifies the maximum lifetime number of impressions on the sponsorship that the Display & Video 360 buyer is willing to pay for. The deal will stop serving once the limit or end date is reached, whichever comes first.

Programmatic Guaranteed CPM sponsorships are currently for Display & Video 360 buyers only. In a future release, they will also be available for Authorized Buyers that Google reviews and partners with to ensure they meet your expectations for guaranteed and predictable campaign delivery.

Tips for setting an impression limit

Set a limit that considers both a buyer’s total budget and publisher inventory forecasts:

  • Make sure your buyers are aware this is a secondary goal. Buyers are buying a sponsorship at the share-of-voice percentage specified under "Goal"; they should be prepared to buy that percentage of impressions at the agreed upon rate. The impression limit is intended as a safeguard to prevent unexpected, runaway spend.
  • To make it more likely the deal continues to deliver, we recommend setting a limit above the forecast. However, if you do this, make sure the buyer is aware and that the resulting spend will still fall within their budget.
  • During negotiation, propose a limit and let your buyer know that some adjustments may happen as flight dates approach, and even when campaigns are in flight.
  • Once the deal is approved, and even when it begins delivering, continue to check forecasts regularly and adjust the limit as needed, keeping the buyer updated on expected spend.
  • Consider using a CPD sponsorship if:
    • A buyer wants to ensure they get every impression for a set time period.
    • A buyer has a hard daily budget cap.
  • A line item’s delivered impressions total might exceed the lifetime cap by a small amount due to delayed impression counting or simultaneous requests that occur as the cap is reached.

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.

Targeting set by the buyer 

Buyers can target/exclude by audience lists, affinity lists, and demographics (targeting only) in proposal line items. Once the buyer has accepted a proposal, this targeting associated with proposal line items can’t be changed unless you reopen the proposal.

User-based data blocks apply to affinity lists and demographic targeting set by the buyer.

The “Targeting set by buyer” section indicates if the buyer has added any of this targeting.

  • Ad Manager doesn’t display details about buyer-set targeting, and you can’t change or remove it. If you want any of the targeting updated, please discuss it directly with the buyer.
  • Check forecasting to ensure there’s enough inventory to satisfy the buyer’s target.

Buyers can also add this targeting to an RFP (request for proposal). When they do, every proposal line item added to a proposal automatically includes the targeting.

Viewable and negotiable fields

 Not all fields and settings are visible to the buyer. Fields or settings with this icon in Ad Manager are never visible to the buyer:

  • Not visible to 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 Notes
Ad type Yes No Can't be changed once you send the proposal to the buyer for the first time.
Name Yes No  
Line item type Yes No  
Inventory type Yes No  
Creative source Yes No  
Sizes Yes No  
Same advertiser exception Yes No  
Additional terms Yes Yes  
Delivery settings Yes Yes

If the setting is display-only for the seller, it’s also display-only for the buyer.

Deliver impressions Yes No  
Display creatives (Roadblocking) Yes Yes  
Creative pre-approval Yes Yes  
Set day and time (Dayparting) Yes Yes Only for Display & Video 360 buyers.
Frequency caps Yes No  
Geo targeting Yes No

Only geo targeting can be viewed by the buyer, though it is not negotiable. Other targeting is never visible to the buyer and is not negotiable.

If you make changes to geo targeting after the buyer accepts, changes aren’t reflected in the buyer's user interface once the order is updated.

Creative requirements

Creatives are usually hosted in a demand-side platform (DSP) by the buyer, though there is an option to have publisher-managed creatives for Programmatic Guaranteed.

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 or audio ad type. For advertiser-provided creatives, ad type indicates what creatives the buyer should upload later to Display & Video 360 or another DSP. Learn more in Ad type.

Good to know

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.

Potential earnings 

The rate and cost in programmatic line items reflects gross revenue before potential earnings are calculated as your net payments.

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 about priority in Preferred Deals.

Labels and Preferred Deals

Labels are not supported for Preferred Deals in Ad Manager. The label field is hidden on Preferred Deal proposal line items but appears on the actual line items.


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