Create a new Ad Exchange offer
All deals on Ad Exchange start with an offer, which gets sent to buyers or clients for review. Changes can be suggested through negotiations, and then both parties can accept terms to create a deal. When creating a new offer, you will need to specify the details and describe the inventory of the offer, along with any restrictions.
Present your offer to all buyers, or only buyers or clients you specify
There are two ways to offer your inventory:
Open offer: An open offer is a way to package your inventory and make it available to all buyers in the marketplace. This typically reflects the publisher's rate card.
With an open offer, each buyer response results in a separate negotiation and potential deal. If one buyer discovers and accepts an open offer, it does not affect the ability for other buyers to discover and create deals based on the same offer.
Direct offer: A direct offer is a way for you to set up a deal that is only available to the buyers or clients you specify. Direct offers are usually the result of conversations between you and potential buyers or clients outside of your Ad Exchange account.*
Select your preference using the "Offer type" option, below.
Settings for deals are managed at your account level. You can view or change your publisher visibility settings, including which buyers can view and make offers to you, your email address, and the name exposed to buyers. Learn more
To create a new offer:
- Sign in to your Ad Exchange account, select the "Deals" tab.
If you're accessing this feature from DFP instead of Ad Exchange, navigate to Sales Preferred Deals.
- Click New offer.
- Enter a descriptive Name that clearly identifies the inventory being offered.
- Select the environment where the inventory appears, such as display, video or mobile.
- Enter the Price and select which currency you want to transact in.
The incentive for buyers or clients to engage in a preferred deal is the opportunity to have a first look at premium inventory. If the offer is accepted, the CPM will be negotiated by the seller and buyer or client, then eventually finalized. The CPM is gross of revenue share, or in other words, the price before the revenue share takes place.
The currency for deals is set by the deal creator. Learn more
- Enters the Terms of the offer.**
This should include any details the buyer or client needs to know, such as competitive ad filters, content restrictions or blocks, and any other requirements or constraints they would need to adhere to.
- Select the Offer type:
To make the offer available and viewable by any buyer who has access to Preferred Deals, choose Open. This offer type makes it apparent to a buyer that the offer is open to all buyers.
To make the offer available to a limited number of buyers, or specific clients of buyers, choose Direct and select from the available buyers. You have the opportunity to send the offer to all clients of that buyer, or only to select clients.*
This offer type allows you to create an offer to a single buyer, multiple buyers, or specific clients of buyers. Buyers or clients are not privy to the fact that the publisher has made an offer to more than one buyer or client.
- Under Creative restriction, optionally add an advertiser. Recommended practice is to omit advertiser. Indicating the incorrect advertiser means that ads could fail to serve. Learn more
Select the targeting criteria for your inventory in the targeting selector. The inventory targeting options are:
- DFP: Ad Units
- DFP: Placements
- Inventory sizes
- DFP: Key/values
- Operating systems
- Device categories
- Inventory bundles
Click include next to items to include inventory and add your selections to the "Selected targeting criteria" section. The "include" link will turn grey and read included.
Click exclude next to items to exclude inventory and add your selections to the "Selected targeting criteria" section. The "exclude" link will turn grey and read excluded and the selected inventory will be prefaced with not.
If you decide to remove a selection, click the X next to your selection.
Targeting by inventory size
If the inventory included in the deal is multi-size and the buyer bids with a size that was not negotiated in the deal, the bid will be filtered.
You can see bid responses or impressions that were filtered from your available impressions and learn more about what you or the buyer can do using Deal Check. Learn more
All inventory is included by default except for preferred deals and private auctions. This means all targeting is included when no targeting is specified in any category. Once targeting is specified in a category, however, only that value is targeted for that category, excluding everything else in the category. For instance, including "300x250" in the "Sizes" category only targets 300x250 and excludes all other sizes.
Preferred deals and private auctions size requirement
For preferred deals and private auctions, you need to include at least one size in the "Size" category. This allows buyers to understand size requirements for their creatives. If you want to target all sizes, include them all in this category.
Selecting multiple criteria within the same category results in
OR logic. For example, click include on the "United States" and "Canada" criteria in the "Geography" category to receive callouts for impressions that are either from the United States or Canada.
Selecting multiple criteria across different categories results in
AND logic. For example, click include on the "300x250" criterion in the "Inventory sizes" category, and include on the "United States" and "Canada" criteria in the "Geography" category to receive callouts for impressions that are for 300x250 inventory and from either from the United States or Canada.
When using key-values, the keys are effectively treated as categories. Different keys use
AND logic, whereas multiple values for a single key use
OR logic. For example, specifying
(pos = 1) AND ((cat=sport) OR (cat=news)).
Only exact matches are supported for keys. You cannot use special characters such as an asterisk (*) or tilde (~) for broader key-value targeting.
- Choose a branding type for this inventory. Learn more
- Select Branded to expose the full URL to buyers.
- Select Semi-transparent to show the buyer a truncated version of the URL.
Mobile app inventory always transacts as branded. Semi-transparent is only available for desktop and mobile web.
- (Optional) Enter the start and end date for the offer. These dates should correspond to the availability of the ad units in the offer.
- (Optional) Enter the gross estimated spend before the revenue share. Any currency selection made in the initial offer details setup will automatically appear next to this field.
- (Optional) Enter the estimated impressions per day.
- (Optional) Ad Exchange will automatically override any existing blocks that you've set up for your inventory, for Preferred Deals. To disable this feature, set the "Override blocks" option to OFF. Learn more
- (Optional) Associate context to your brand by associating your publisher profile to the auction. Learn more
- Select whether you require finalization to generate the deal from this negotiation.
- Select OFF to automatically generate the deal when the buyer accepts the latest terms, without making changes. You do not need to finalize the negotiation.
- Select ON to only generate the deal when you finalize the negotiation, after the buyer accepts the terms, without making changes.
- (Optional) If you wish to add an email address associated with this offer, click Edit deal emails and enter one or more email addresses.
- To make the offer available, click Save.
* Clients must have explicit permissions from their buyer to be able to receive direct offers from publishers. Permissions allow them to view all open offers, or direct offers addressed to them. They cannot view direct offers addressed to only the buyer, or offers addressed to other clients. Ad Exchange buyers can view all direct offers addressed to the buyer or any of their clients.
** As the offer moves through negotiations, participating buyers can set additional terms, which will display in the offer, along with a change history. The change history displays the entire negotiation thread and can be reviewed via the navigation arrows, located to the right of the negotiations panel.
|Next: Negotiate and finalize an offer|