Considerations when you negotiate a deal
Recommendations to bear in mind when you negotiate a deal:
- Decide how long the deal will be active
- Keep in mind the possible number of preferred deals that are set up
- Consider where your CPM ranks in comparison to others
- Negotiate a gross CPM that you can both agree on.
- Identify which URLs correspond with the deal ID
- Inform the seller the destination URLs of the advertisers you plan on running. They need to make sure they are not blocking these URLs in their advertiser settings.
- Determine if you able to offer unique URLs for particular regions (i.e., about.com/nyc, about.com/chicago)
- Figure out the availability of sections of your site
- Quantify available impressions (day/week/month)
- Determine if there is a minimum number of impressions you need us to buy to conduct a deal
- Inquire if you have exclusive access to this inventory. If you are not exclusive, find out what other hindrances are in place for these placements.
- Ask whether this inventory is normally available through an exchange
- Details about the inventory that they plan to make available (What site is it? Is it ROS, sports, homepage, etc?).
Allow, Block and Target
- Identify the advertisers or vendors you block
- Tell the seller what ad technology (or technologies) you have declared in your ads. They need to make sure they have allowed these in their settings.
- Ask the seller what domains you need to target in your campaign(s).
- If you plan on using remarketing lists when targeting these sites, ask the seller if they allow that in their ad unit.
- If you plan to perform data collection when buying these sites, ask the seller if they allow that in their ad unit.
- If the publisher uses Creative review and you plan to target by site only, remind the publisher to approve your adgroup/campaign.