You can have specific advertisers show ads on your sites or apps. Preferred Deals can give specific buyers priority tier inventory, or even be used as a way to sell unique inventory.
How Preferred Deals work
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 both parties have agreed to all terms, the Preferred Deal is officially 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. Here's a summary:
- You and the buyer 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 fixed price. If the buyer opts not to secure the inventory, or fails to place a valid bid above the negotiated CPM fixed price, it may become available on the Open Auction or Private Auctions. This provides your inventory with another possible way to earn revenue.
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:
- Create a proposal.
- Add a proposal line item.
Proposals can contain Programmatic Guaranteed proposal line items (Standard or Sponsorship) or Preferred Deal (non-guaranteed) proposal line items but not both.
- Select Preferred deal as the line item type.
- 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
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. Sponsorship and Standard line items generally serve ahead of Preferred Deals.
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. Learn more
Note that, even though the following protections don't apply, EU user consent settings do 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.