Start programmatic proposals

Proposals contain information about a transaction between you and a buyer

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.  Learn more about proposal line items.

Where proposals come from

Proposals originate from you and are sent to a buyer for negotiation via Ad Manager. Proposal can also originate from buyers as an RFP. RFPs are sent to your Ad Manager network where you can view and reply to the buyer.

In either case, the negotiation process is the same and occurs directly in Ad Manager. Details about negotiating are covered in Negotiate proposals. Details about RFPs (buyer initiated proposal) are covered in Buyer initiated proposals.

Corresponding orders and line items

When a proposal 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

Programmatic proposals

Programmatic proposals are like orders—they have many similar fields and settings. 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: party with whom you negotiate terms, typically a demand-side platform (DSP) representing an advertiser.
  • Buyer contacts: optionally added by the buyer—people associated with the campaign.
  • Seller contacts: optionally added by you—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: 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.

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.

Billing terms and proposal line items

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 in order for the advertiser to be billed and for you to earn revenue for a line item on any given day of delivery. Learn more.

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 this icon are never visible to the buyer:

  • Not visible to buyer

At the proposal level, only the following can be viewed by the buyer:

  • Name (of the proposal)
  • Seller contacts
  • Salesperson

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 requested 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.

Create programmatic proposals

View related Skillshop training course

Before you can add proposal line items, you need to first create and save a draft of a proposal.

  1. Sign in to Google Ad Manager.
  2. Navigate to Sales and then Proposals.
  3. Click New proposal.
  4. You can compose a message for the buyer at the top of your proposal. The message along with the proposal details visible to the buyer are sent to the buyer.
  5. Enter a name for this proposal. Buyers see this name during negotiation. Use something descriptive and follow naming conventions for your organization.
  6. Add an advertiser.

    The list of advertisers are companies that were created in your Ad Manager network. The advertiser selected here is the party for whom the ad campaign runs, while the buyer (set below) is the party with whom you'll negotiate terms. Once you send a proposal to the buyer for the first time, the advertiser is fixed and cannot be changed.

  7. Select the buyer with whom you'll negotiate. The list of buyers is generated outside of Ad Manager and represents demand-side platforms (DSPs). You can change the buyer at any point before you send the proposal. After you send the proposal to the buyer for the first time, the buyer is fixed and cannot be changed.
    Learn about programmatic buyers
    • Filter by buyer name. If you're doing business with a Display & Video 360 buyer, you can also filter by the Display & Video 360 partner ID. If you're not sure what partner ID to use, ask your partner.
    • Demographic targeting can be used only with buyers that have a linked Display & Video 360 account.

    Kinds of campaigns buyers can negotiate

    You can initiate negotiation with any buyer that appears on the list. When selected, you'll see an indication of kind of campaigns a buyer is eligible to negotiate.

    • Some buyers are eligible to negotiate Preferred Deals and Programmatic Guaranteed campaigns.
    • Other buyers are only eligible to negotiate Preferred Deals.

    Buyers can also initiate a request for proposal (RFP) from you. There's a small set of buyers who can initiate a request for proposal but are not listed for you to select from. Learn more

  8. Add seller contacts.

    The list here is comprised of users in your network. Select the people in your network whom you want the buyer to be able to contact. The names and contact information shows to the buyer in the proposal. Generally, the salesperson assigned to the proposal should be (but doesn't need to be) one of the contact listed here for the buyer.

  9. Next to "Assignees", include people or teams in your organization responsible for this proposal—including the salesperson, trafficker, and optionally sales planners.

    Salesperson and trafficker aren't necessary to save successfully. However, you'll need to enter these before you can send the proposal to the buyer.

  10. Next to "Additional settings" at the bottom of the proposal, you can optionally:
  11. Click Save.

You're set to add proposal line items now. You'll need to add at least one before you can send a proposal to the buyer.

Troubleshooting delivery issues

If you're experiencing delivery issues with non Display & Video 360 partners, look under Troubleshoot in the corresponding line item for details. A common non-delivery cause for these buyers is "External buyer did not respond". Contact the buyer to understand their low response rate for this non-delivery cause. Learn more about some reasons that an external buyer did not respond.

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