Ways of transacting in Ad Manager

The following table lists the different ways you can make ad transactions through Ad Manager.

  • The Programmatic and Traditional columns show how the parties (buyers and sellers) transact or negotiate.
  • The Guaranteed campaigns and Non-guaranteed campaigns rows display the type of commitment between the parties. 

Kinds of transactions




Guaranteed campaigns

Reserved inventory

Programmatic Guaranteed

  • Sponsorship
  • Standard



Non-guaranteed campaigns

Non-reserved inventory

Preferred Deals

Indirect sold

  • Open Auctions (Ad Exchange)
  • Open Bidding
  • Private Auctions
  • First Look
  • AdSense

Price priority




Click tracking

Meaning of terms

A number of terms are used to describe various transactions or deal types. Below offers some clarification. 

Term or phrase Usage
Indirect sold Indirect sold transactions or deals include those serving under the Open Auction (Ad Exchange), Open Bidding, Private Auctions, First Look, and AdSense.
Direct sold

Other transactions or deals are direct sold. These transactions resulted from one-to-one negotiations with a single buyer on specific inventory. Exceptions among these transactions are House and Click-tracking line items.

Programmatic versus Traditional

Traditionally negotiated campaigns or deals occur offline or outside of Ad Manager. Details are manually input and creatives must be manually uploaded or configured in Ad Manager.

Programmatic deals automate sales. Indirect-sold transactions do not guaranteed/reserve inventory for the buyer and are auction based. 

Programmatic Direct allows you to negotiate direct-sold campaigns and reserve inventory at a specific price with a single buyer. Details are automatically captured in Ad Manager, and creatives are hosted by the buyer, simplifying creative management. 

Guaranteed versus Non-guaranteed Describes the kind of commitment you and the buyer have. Non-guaranteed campaigns are not contractually obligated to deliver. Guaranteed campaigns are contractually obligated to deliver based on terms negotiated with a buyer.
Was this helpful?
How can we improve it?