Buyer initiated proposals

Learn how to respond to a request for proposal (RFP) in Google Ad Manager

Buyers can initiate a request for proposal—or an RFP. You can find these proposals by navigating to Action required and identify them by the "RFP" labels next to their names on the table of proposals.

RFPs do not initially include proposal line items. Instead, an RFP information card appears at the top with campaign details desired by the buyer. These details are informational only and have no bearing on ad serving or actual negotiated terms.

You can negotiate terms with the buyer just as you would if you had started the proposal. To do so, add proposal line items and modify proposal settings to reflect the buyer's desired campaign. If you don't want to start negotiation, simply ignore or archive the RFP.

The "RFP" label on the table of proposals persists until you send it to the buyer for the first time, after which it is removed.

Audience targeting in RFPs

If the buyer includes audience targeting in its RFP, the RFP information card indicates "Yes" under "Audience targeting".

In an RFP, every proposal line item added to a proposal automatically includes buyer audience targeting. Only the buyer can remove audience targeting from individual proposal line items. Buyers can remove this targeting only after you send the proposal to them for review or acceptance. Communicate with the buyer to ensure audience targeting is accurately applied to proposal line items.

You do not have visibility into the audience targeting included by the buyer. Run forecasts and coordinate with your buyer to make sure other proposal line item targeting doesn't conflict with audience targeting.

The RFP information card can be collapsed, expanded, or otherwise moved in various ways:

Toggle information card opened and closed
Toggle information card between being pinned to the top or to the right
Appears next to (after clicking to pin to right) and allows you to minimize information card to lower right of proposal

The RFP information card persists throughout the lifetime of the proposal. After sending the proposal to the buyer for the first time, the card remains collapsed by default.

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