Programmatic Guaranteed vs. Preferred Deals

Learn about the similarities and differences between Programmatic Guaranteed and Preferred Deals

Programmatic Direct allows you to 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 bid at the negotiated price when there's an ad request for that inventory.

    Preferred Deals are non-guaranteed because the inventory negotiated is not reserved 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 about Preferred Deals.

View related Skillshop training course

Line item types

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.

  • Proposals can contain Programmatic Guaranteed proposal line items (Standard or Sponsorship) or Preferred Deal (non-guaranteed) proposal line items but not both.
  • If there’s more than one Preferred Deal targeting the same inventory at the same 

    CPM rate, and they’re eligible for the same ad request, Ad Manager chooses the winning buyer at random.

Line item and rate type Campaign type Quantity entered
Sponsorship CPD
(Display & Video 360 only)

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 12:00 am to 11:59 PM (in the publisher's time zone) 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.

Sponsorship CPM
(Display & Video 360 only)

Impression limit

This limit is represented as a negotiation field on the deal and specifies the maximum lifetime number of impressions on the sponsorship that the buyer is willing to pay for.

Standard CPM Guaranteed

Contracted quantity

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

Preferred Deal CPM Non-guaranteed

Estimated quantity

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

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