Programmatic Guaranteed versus Preferred Deals

Learn about guaranteed and non-guaranteed programmatic campaigns

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Programmatic Direct allows you negotiate both Programmatic Guaranteed and Preferred Deal (non-guaranteed) campaigns in Ad Manager.

  • Programmatic Guaranteed: You and the buyer negotiate a price and terms for inventory that is reserved (guaranteed) for that buyer. Inventory is designated for only that buyer at that price.
  • Preferred Deal: You and the buyer negotiate a price and terms for inventory that buyer can optionally bid upon. The buyer has an initial or "preferred" opportunity to secure the inventory at the negotiated price. However, if the buyer opts out of securing the inventory, the inventory becomes available in the Open Auction.

    Preferred Deals are non-guaranteed because the inventory negotiated is not reserve for the buyer—you can opt to reserve it in a guaranteed campaign for a better price—and because buyers are not obligated to secure the inventory. Learn more


Good to know

  • Proposals can contain Programmatic Guaranteed proposal line items (Standard or Sponsorship) or Preferred Deal (non-guaranteed) proposal line items but not both.
  • If there are two identical Preferred Deals targeting the same inventory but with two different buyers, if both buyers bid the same value at the same time, Ad Manager chooses the winning buyer at random.

Line item type determines rate type and the kind of campaign you want to negotiate. Quantity entered varies depending on campaign type you're negotiating.

Line item and rate type Campaign type Quantity entered
Standard CPM Guaranteed

Contracted quantity

The scheduled quantity of impressions reserved for the buyer under the dates and terms of a specific campaign

Sponsorship CPD Guaranteed

Billing threshold per day

Billing threshold is the minimum impressions that must be exceeded each calendar date in order for you to earn revenue on any given day of delivery. A calendar date is the 24-hour period comprising a date of delivery, from 12:01 am to 12:00 midnight on a given day of delivery. 

A campaign must deliver at least one impression above minimum even if it serves only part of the calendar date. If the campaign fails to deliver this minimum, the advertiser is not billed and you will not be compensated for delivery for that day.

Billing threshold protects advertisers against paying CPD flat fees for line items that fail to meet an agreed upon minimum.

Preferred Deal CPM Non-guaranteed

Estimated quantity

Impression value that reflects the estimated delivery for the lifetime of a programmatic non-guaranteed line item. This value does not affect ad serving and can be used to monitor and troubleshoot delivery for preferred deals.

Preferred Deals in Ad Manager differ from those in Ad Exchange. Learn more

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