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.
- Custom fields
- Line item type
- Start and end times
- Delivery settings
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.
Identifies the kind of creative that should serve. Every proposal line item must indicate an ad type. Ad types include:
- Video and audio
The kind of inventory or medium in which an ad serves. Inventory associated with a proposal line item should conform to the inventory type specified.
- 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
- Preferred Deal CPM
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 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.
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 100% SOV sponsorship and should be prepared to buy every impression at the agreed on 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.
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.
Specifies the further conditions to which you and the buyer must adhere.
Audience targeting can be configured 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|
|Ad type *|
|Geo targeting ✥|
* Ad type 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.
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 and audio 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.
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