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Preferred Deals in Ad Manager

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

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 can negotiate terms by sending a proposal between you and the buyer until you're both satisfied. Once finalized, the buyer can optionally bid for the inventory captured in the proposal. The buyer has an initial or "preferred" opportunity to secure that inventory at the negotiated CPM. If the buyer opts not to secure the inventory, 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.


Watch related Publisher University training

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.

Blocking protections for Programmatic Direct

Blocking protections are rules that help you protect your brand by restricting how, where, or which ads can serve on your websites or apps. There at times, however, when you want to override these blocking protections. Overriding blocks means that blocking rules won't apply.

In the case of Programmatic Direct campaigns, blocking protections are always overridden (with the exception of protections for cookies and user data and of certain ad technologies such as VPAID, which can't be overridden). Programmatic Direct campaigns are one-to-one, direct sold campaigns on specific inventory. As such, Ad Manager does not apply the rules that define your blocking protections to ensure that the inventory you've negotiated in the campaign is free to serve as intended.

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.

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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