Preferred Deals in Ad Manager

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Preferred Deals in Ad Manager transact the same way as Preferred Deals in Ad Exchange.

As an Ad Manager publisher, there might be specific advertisers that you know you'd like to have advertise on your sites or apps. To make this happen, consider using Preferred Deals.

Preferred Deals can provide benefits, like the opportunity to give specific buyers priority tier inventory, or even be used as a way to sell unique inventory. In addition, advertisers are looking for buying efficiencies, like programmatic buying. Deals can allow you to transact the way buyers want to buy.

All Preferred Deals start with a proposal. Once created, the proposal is sent to the buyer directly. Changes can be suggested to the proposal by the buyer through negotiations. When the proposal is complete, meaning both parties have agreed to all terms, the Preferred Deal is officially be sold and a corresponding line item is created. In most cases, Preferred Deals result from external conversations between sellers and buyers, like over the phone or email, from which both parties agree to set up a deal.

How Preferred Deals work

Preferred Deals in Ad Manager allow you and the buyer to negotiate a non-guaranteed campaign. A price (minimum CPM) and terms for inventory are finalized in an Ad Manager proposal. All details are captured directly in Ad Manager, simplifying sales and reducing the potential for human error.

You negotiate terms by sending a proposal between you and the buyer until you're both satisfied. Once finalized, the buyer has an initial or "preferred" opportunity to bid on that inventory at the negotiated CPM floor price. If the buyer opts not to secure the inventory, or fails to bid above the negotiated CPM floor price it becomes available on the Open Auction, allowing your inventory to generate revenue regardless.

Preferred Deals in Ad Manager are as easy to set up. Create a proposal and select Preferred deal as the line item type in your proposal line item.

Preferred Deals in Ad Manager versus Ad Exchange

Preferred Deals in Ad Manager transact the same way as Preferred Deals in Ad Exchange. However, a Preferred Deal in Ad Manager is represented as an Ad Manager line item and therefore has additional features. Advantages include:

Ad Manager key-value targeting allows you to OR keys (example: page=mens-health OR gender=males) or AND values (example: adtype=richmedia AND adtype=interstitial). Key-value targeting in Ad Exchange was unable to provide the same flexibility.

Preferred Deals in Ad Manager allow you to enter an "Estimated quantity", which helps monitor and troubleshoot line items.

Protections and unified pricing rules do not apply to Programmatic Direct

Protections are rules that help you protect your brand by restricting how, where, or which ads can serve on your websites or apps. Protections are always overridden for Programmatic Direct campaigns—with the exception of Protections for cookies and user data and of certain ad technologies such as VPAID. This means that Protection rules won't apply to campaigns negotiated via Programmatic Direct.

Programmatic Direct campaigns are one-to-one, direct sold campaigns on specific inventory. As such, Ad Manager does not apply Protections to ensure the inventory you've negotiated is free to serve as intended.

Unified pricing rules
Unified pricing rules allows you to set pricing for advertisers, brands, or sizes across programmatic demand in the Open Auction. Unified pricing rules similarly do not apply to Programmatic Direct campaigns. Programmatic Direct campaigns are direct sold campaigns with a specific buyer and, therefore, do not fall under rules meant to apply to competing buyers in the Open Auction.

Set up Preferred Deals in Ad Manager

Programmatic guaranteed and non-guaranteed proposals negotiate the same way. Once campaign details are agreed upon, you request acceptance of the proposal from the buyer. Once accepted, the proposal is finalized and Ad Manager creates corresponding delivery line items.

To set up a Preferred Deal in Ad Manager:

  1. Create a proposal.
  2. Add a proposal line item.
  3. Select Preferred deal as the line item type.

Priority and Preferred Deals

The Preferred Deals line item type 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.

Preferred Deals priority better reflects buyer expectations when purchasing inventory via this deal type. 

This means that:

  • Sponsorship and Standard line items serve ahead of Preferred Deals regardless of whether the Sponsorship and Standard line items resulted from traditional campaigns (set up under the "Delivery" tab) or Programmatic Guaranteed campaigns (set up under the "Sales" tab).
  • Preferred Deals serve ahead of Price priority, Network, and Bulk line items, including third-party line items, and ahead of any line items set to "House".

Learn more about line item types and priorities.

If the buyer in a Preferred Deal fails to bid or bids below the specified price, the inventory becomes available to the Open Auction. Private Auction deals can compete for this inventory only if the Open Auction optimization feature is enabled in the Private Auction deal. Learn more

Note that 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.

Ensure you enter a value for "Estimated quantity" that reflects a realistic expectation for delivery. This value can later be used to monitor and troubleshoot the campaigns.

You can negotiate the same way as guaranteed campaigns:

  • Request acceptance to finalize the deal
  • Send for review you still want to negotiate terms and aren't ready to close the deal

Request acceptance > Send for review

The buyer cannot finalize the deal until you request acceptance.

Proposals can contain Programmatic Guaranteed proposal line items (Standard or Sponsorship) or Preferred Deal (non-guaranteed) proposal line items but not both.

You can use Ad Manager preferred deals in the same way you use Ad Exchange preferred deals—to offer inventory to buyers, who have an initial opportunity to bid on inventory before it becomes available on the open auction.

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