Start programmatic proposals

Negotiate programmatic proposals

Send proposals for review or to be finalized after negotiation with the buyer

This article helps you understand negotiation for an Ad Manager programmatic proposal. We'll cover the following topics:

DFP sales management
Negotiation is similar for Sales Management publishers with a few important differences. See section below for details.

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Negotiation overview

If you talked with a buyer about a campaign, you can start a proposal in Ad Manager to begin negotiation. Alternatively, buyers can initiate proposals from Marketplace and send them to your Ad Manager network. Negotiation is the same whether you or the buyer start a proposal. Both you and the buyer can modify and send the proposal back and forth until you're both satisfied with the details.

When you're ready to finalize, send a request for acceptance. A request for acceptance means you are ready to close the deal. Once the buyer accepts, the proposal is sold and finalized—Ad Manager creates corresponding orders and line items for delivery. Request acceptance only if you're certain that the details of proposal are acceptable to you.

Proposals and proposal line items are used for the purpose of negotiating and finalizing a campaign. Order and line items are used for the purpose of delivery of a campaign. Only when both you and the buyer accept the terms in a proposal does Ad Manager create or update its corresponding order and line items. View and illustration.

Before a proposal is finalized, you have a couple of options:

  • While negotiating, you can reserve inventory at any time. You might want to reserve inventory if you're still negotiating details but want to ensure the specific inventory the buyer wants is secured. If you don't reserve, Ad Manager reserves inventory when the buyer accepts the proposal.
  • At any time during negotiation, or after you've sent a request for acceptance but the buyer has not yet accepted, you can also choose to terminate negotiation. You cannot terminate negotiation on a proposal that is finalized.

After a proposal is finalized, you have a couple of other options:

Phases of negotiation

Every proposal goes through three phases:

Status checkbox  In review   Status checkbox  Buyer acceptance   Status checkbox  Finalized

You can monitor these phases using a progress bar at the top at of every proposal.

  • In review: The proposal is under negotiation between you and the buyer. Changes are still being made and details haven't yet been fully agreed.
  • Buyer acceptance: You've reached agreement. Only you can send a request for acceptance to the buyer, and only the buyer can accept your formal offer.
  • Finalized: The buyer has accepted your formal offer and the proposal is considered sold.
View an illustration of negotiation phases
    • Seller icon = Seller (you) Buyer icon = Buyer
Seller Double arrows Buyer
In review
You and the buyer negotiate terms of the proposal.
Action: Send for review.

Seller Right arrow Buyer
Buyer acceptance
You are ready to make a formal offer and close the deal.
Action: Request acceptance.

Seller Left arrow Buyer
Buyer accepts and the proposal is sold.
Ad Manager reserves inventory and creates a corresponding order and line items.


Proposal versions

As you negotiate, there could be multiple versions of a proposal. Ad Manager assists you by highlighting new values and showing previous values in strikeout text. Learn more in Manage proposal versions.

Discard draft

A Discard draft option is available after you send a proposal to the buyer for the first time and you are actively negotiating. This option reverts the proposal to the last version sent by the buyer or the last finalized version. Learn more in Manage proposal versions.

Request acceptance

A request for acceptance is a formal offer and can only ever originate from you, the seller. Even if the buyer initiates the proposal, only you can initiate a formal offer. When you request acceptance, the buyer is the only party who can formally accept.

Request acceptance only if the details of proposal are acceptable and you're ready to close the deal. Once accepted, the proposal is sold and Ad Manager duplicates the settings and targeting from the proposal and its proposal line items into a corresponding order and line items for delivery.

When you request acceptance, the buyer has the option to propose more changes instead of accepting. The request for acceptance is withdrawn in the case, and the buyer can only send the proposal back to you for your review.

Retract proposals

If you've sent a request for acceptance, but the buyer has not yet accepted, you can also retract a proposal. When you do so, the request for acceptance is withdrawn and the buyer can no longer accept. You and the buyer can then continue to negotiate terms.

To retract a proposal:

  1. Navigate to the proposal you want to retract.

    Go to Sales and then My proposals (or All proposals). You can also check under the Action required page for proposals awaiting buyers to accept.

  2. Click the name of the proposal to go to its details.
  3. Click Retract.

If you weren't able to retract before the buyer accepted, you can still reopen the proposal to renegotiate terms or pause delivery.

Send for review

If you want to send a proposal to a buyer but aren't ready to close the deal, you can send for review. When you send for review, the buyer cannot accept the proposal. The buyer can only respond with changes or a message.

  • Find Send for review by clicking the drop-down () next to Request acceptance.

Request acceptance > Send for review

You have a couple of options after sending for review:

  • If you decide the version sent for review is acceptable and ready to close, you can click Request acceptance directly from the proposal. Ad Manager updates the proposal on the buyer's side, where it can be accepted or more changes proposed.
  • If you want to make more changes to the version sent for review, click Edit at the top of the proposal. Make changes and send the new version for review or request acceptance. Ad Manager overwrites the previous version sent. Learn more on how to manage proposal version.

Otherwise, you can wait for the buyer to respond.

DFP sales management Sales Management

Negotiation for Sales Management

Negotiation is nearly the same for networks using Sales Management. You can start a proposal to begin negotiation, or a buyer can initiate a proposal and send it to your network. When details are agreed, you send a request for acceptance.

Here are some important differences:

  • Before you can request acceptance, you need to submit your proposal to workflow. Once your proposal passes through its workflow, you can request acceptance from the buyer.
  • Ad Manager networks using Sales Management do not have a Send for review option. Details of a campaign should be agreed with the buyer prior to submitting your proposal to workflow.

Phases of negotiation for Sales Management

Since there's no Send for review option, there is no "In review" phase for programmatic proposals under Sales Management. Like other proposals in your network, a proposal is simply in "Draft" until it's ready to be submitted to workflow.

When a proposal passes through workflow, its status is "Request acceptance needed": the proposal has not yet been sent to the buyer to close the deal. You must explicitly request acceptance after proposal passes through workflow. Once the buyer accepts, the proposal is finalized and Ad Manager creates a corresponding order and line items for delivery.

You can monitor phases, including progression through a workflow, using the progress bar at the top of programmatic proposals.

Detailed description of phases for programmatic proposals in Sales Management
① Draft ② Awaiting workflow ③ Request acceptance needed ④ Awaiting buyer ⑤ Finalized


A new proposal is "Draft". If you've started the proposal in Ad Manager, you can continue to add proposal line items and make changes until it reflects the agreement you have with a buyer.

Proposals initiated by the buyer from the Marketplace can be viewed by navigating to Action required. Learn more in Buyer initiated proposals.   

Awaiting workflow.

When a proposal reflects your agreement with the buyer, you can submit the proposal. Your proposal might need to conform to business rules ("workflow"). These rules are created by your Ad Manager administrator and are specific to your network. Learn more about this process in Submitting your proposal.

When you've successfully submitted your proposal, its status is "Awaiting workflow". The proposal remains in this status until it successfully passes through all the steps of a workflow or is rejected. If your proposal rejected, its status changes to "Rejected", and you’ll need to retract the proposal to make corrections and try submitting again.

Once the proposal passes through workflow successfully, you'll be able to ask the buyer to accept.

Request acceptance needed.

When the proposal passes through workflow successfully, its status is updated to "Request acceptance needed". This phase allows you to make a final review of the proposal and then request acceptance of the buyer. Once the buyer accepts, the proposal is finalized and considered sold.

Awaiting buyer.

When you've requested acceptance, the proposal status is "Awaiting buyer". Once the buyer accepts the proposal, Ad Manager creates a corresponding order and line items. The buyer must accept and set up its creatives before the campaign can go live and serve ads.


Once the buyer accepts the proposal, its status is "Finalized" and it's considered sold. You can still reopen sold proposals to make changes.


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