Programmatic proposal line items

Proposal line items are similar to delivery line items with additional features to help in negotiation

Once you successfully save a draft of a programmatic proposal, you can add proposal line items.

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

Creative requirements

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

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 impressions, start and end times, and targeting.

Programmatic proposal line items fields that are similar to delivery line items fields include:

  • Expected creatives
  • 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.

  • Ad type: identifies the format of inventory or "channel" in which ads serve. Every proposal line item must indicate an inventory type. Ad types include:
    • Display
    • Video

    Ad Manager Administrator permissions (or similar) is required to configure ad types. Inventory associated with a proposal line item should conform to the inventory type 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 targeting by buyers 

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).

Viewable and negotiable fields

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
Expected creatives
Ad type *
Frequency caps
Deliver impressions
Internal description
Additional terms
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.

Add programmatic proposal line items

View related Skillshop training course

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.

  1. Sign in to Google Ad Manager.
  2. Navigate to Sales and then Proposals.
  3. From the table, click a proposal in the "Name" column.
  4. Click Add proposal line item or New proposal line item.
  5. Select the type of ad you want to serve:
    • Display: Create a variety of rich ad experiences from standard image ads and Campaign Manager URLs to native forms and custom solutions.
    • Video: Create engaging video ad experiences that appear during streaming content, both in video players and on set-top boxes. Also includes video ads that play outside a video player and overlay ads that complement streaming video ads.
  6. Enter a "Name." Buyers see this name during negotiation. Use something descriptive and follow naming conventions for your organization.
  7. Next to "Line item type," select the "Type and priority" of the proposal line item:
    • 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.

  8. (Sponsorship and Standard only) You can optionally update the "Priority value," which serves as a guide for ad selection.

    A Preferred Deal line item has a fixed priority value that ensures it wins ahead of the Open Auction and all other line item types except Sponsorship and Standard line items.

  9. Specify "Inventory type."

    Inventory type should align with the creatives that your buyer wants to run for this campaign. Inventory type 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, line inventory type is fixed and can't be changed. Learn more about creatives for Programmatic Direct.

  10. (Sponsorship and Standard only) Next to "Expected creatives," select the "Creative source."

    This determines who hosts the creative. The default Advertiser provided is recommended as creative management is easier for both you and the buyer. Learn more about Publisher managed creatives.

  11. In the "Add sizes" field, enter the inventory sizes for the creatives you want to use. 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 Show creative details under the selected sizes 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
    Creative-level targeting is only available when more than one size is included in a Sponsorship or Standard proposal line item and the "Creative source" is set to  Publisher managed. Click Show creative details to configure additional sizes. Creative-level targeting is configured in the corresponding line item.

  12. In the "Additional settings" section, you can:
    • Add labels. Labels are optional and used for a variety of purposes. Learn more
    • Enable the Same advertiser exception option if needed. Learn more
    • 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.
    • Configure custom fields.
    • Select a viewability partner.
  13. Next to "Delivery settings," indicate start and end times.
  14. Enter an impression goal based on the selected line item type.
    • Standard: "Contracted quantity" of impressions
    • Sponsorship: "% of total impressions" and "Billing threshold per day"
    • Preferred deal: "Estimated quantity"

    Learn more

  15. Enter rate.
    • 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.
    • Sponsorship: CPD
    • Preferred deal: CPM
  16. Configure delivery options.

  17. 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.

  18. Click Save.

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.


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