Programmatic proposals are similar to orders in Ad Manager but contain additional information for the purposes of negotiation with a buyer. Once created, you add proposal line items to a proposal. Proposal line items are similar to line items and contain campaign details.
Like orders, programmatic proposals contain details such as advertiser, salesperson, trafficker, teams, and labels. Unlike orders, programmatic proposals include additional fields and settings to assist negotiation:
- Billing terms: programmatic proposals are set to "Actuals" for billing. Billing terms apply to each proposal line item in a proposal. Learn how billing terms differ for each line item type.
- Buyer: the party with whom you negotiate terms, typically a demand-side platform (DSP) representing an advertiser.
- Buyer contacts: optionally added by the buyer— the people associated with the campaign.
- Seller contacts: optionally added by you— the people in your network associated with the campaign. Buy-side users can see these contacts when you send the proposal to the buyer.
- Sales planners: the people in your network who need to work on this proposal.
- Internal notes: only seen by people in your network. Buyers never see these notes.
- Terms and conditions: Additional contract details optionally added by you.
Start a proposal and specify the buyer with whom you will negotiate. You'll later need to add proposal line items before you can start negotiation.
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Where proposals come from
Proposals originate from you and are sent to a buyer for negotiation via Ad Manager. Proposals can also originate from buyers as a request for proposal (RFP). RFPs are sent to your Ad Manager network where you can view and reply to the buyer.
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In either case, the negotiation process is the same and occurs directly in Ad Manager. Learn more about negotiating in Negotiate proposals and see more about RFPs (buyer initiated proposals) are covered in Buyer initiated proposals.
Corresponding orders and line items
When a proposal is finalized, Ad Manager duplicates settings and details from the proposal and its proposal line items into a corresponding order and line items. Orders and line items are used for delivery of a campaign.
Proposals and proposal line items are used to negotiate terms of campaigns and make other changes. If you need to update orders or delivery line items, do so by clicking Reopen from the proposal. Learn more about reopening a finalized proposal.
What the buyer can see in the proposal
Most of what you add to a proposal in Ad Manager cannot be seen by the buyer. Fields or settings in Ad Manager with a "Not visible to buyer" icon are never visible to the buyer.
At the proposal level, the buyer can view the following only:
- Name (of the proposal)
- Seller contacts
- Salesperson
- Terms and conditions (Beta)
Proposal line items are similarly restricted. Learn more about viewable and negotiable fields in proposal line items.
Negotiation versus delivery
Terms of a proposal must be accepted by you and the buyer before they are reflected in their corresponding order and line items.
- If you're negotiating a new proposal (never sold and finalized), Ad Manager won't create a corresponding order and line items until you've requested acceptance and the buyer has accepted.
- If you're renegotiating a previously sold and finalized proposal, then you've made changes to negotiable fields. You'll need to request acceptance again from the buyer, and the buyer needs to accept the new terms. Until the buyer accepts, orders and line items won't be affected and continue to delivery under the previously negotiated terms.
Billing terms and proposal line items
The Billing terms setting is automatically set for all programmatic proposals and applies to every proposal line item in a proposal. While set to Actual, the terms differ depending on the line item type selected for the proposal line item.
- Standard and Preferred Deals: the advertiser is billed based on what actually delivers for each billing cycle. The advertiser pays for all delivered volume each billing cycle for the lifespan of the campaign, whether the campaign overdelivers or underdelivers.
- Sponsorships: a billing threshold per day must be specified. The threshold indicates minimum impressions that must serve each day for the advertiser to be billed and for you to earn revenue for a line item on any given day of delivery. Learn more about line item types.
