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Ad Exchange advertiser-level Preferred Deals

Preferred Deals allow you to offer inventory to a single advertiser via a one or many buyers. There are a few requirements that must be met to ensure deals transact:

  • Buyers must respond to bid request either at or above the fixed CPM price

    For example, let's say Buyer A has a fixed deal at $4 CPM set for only Adidas. If the buyer responds at $4 with an Adidas ad, then the buyer wins the impression and the Adidas ad is served.

  • Advertiser should be omitted under "Creative restriction"

    Under "Creative restriction", you can specify a verified advertiser. However, recommended practice is to omit advertiser to ensure the winning bid response serves a creative. Learn more about "Creative restriction" and bid responses.

Examples

When a buyer responds to a bid with a different advertiser or a price below the negotiated one, several things could happen.

If... Then...
Buyer bids with a creative, and the creative is classified as belonging to an advertiser other than the one specified under "Creative restriction"

The bid will be considered for the Open Auction but not first look as part of the Preferred Deal.

For example, let's say Buyer A has a fixed deal at $4 CPM set for only Adidas.

  • Buyer responds at $4 with a Nike ad
  • The buyer loses the first price deal and is not be considered for first look
  • The buyer’s Nike ad enters the Open Auction and competes against all other publishers with $4 as its bid price
Buyer bids below CPM price

The ad loses the Preferred Deal but is considered for the Open Auction.

For example, let's say Buyer A has a fixed-priced deal at $4 CPM set for only Adidas.

  • Buyer responds at $3.50 with an Adidas ad
  • The buyer loses the first price deal and is not be considered for first look
  • The buyer’s ad is considered for the Open Auction, as long as the response does not specify a deal ID. Learn more

"Creative restriction" and bid responses

Omitting advertisers ensures creatives are not restricted and deals with the winning bid transact.

When buyers submit a bid response, a creative is attached to the response. Google classifies these creatives under a verified advertiser based on the landing URL associated with the creative. 

Add a verified advertiser only if you're dealing with unknown buyers and need to ensure that creatives belong to the advertiser with whom you've negotiated the deal. If you opt to add a verified advertiser, note the following:

  • Indicating the incorrect verified advertiser means that creatives from desired advertiser fail to serve. Ensure that you've selected the correct one.
  • There may be times when Google is unable to classify or misclassifies a creative. Creatives from desired advertisers, in cases like these, also fails to serve even if you've indicated the correct advertiser. Use the "Advertiser override" option to classify or reclassify creatives.

Buyers can also declare a verified advertiser in their bid response (via the BidResponse protocol using the the advertiser_name attribute). Buyers may want to declare an advertiser if they have a new creative that has yet to be classified by Google. When buyers do so, Ad Exchanges deems the creative from the declared verified advertiser. However, Google's classification takes precedence over the buyer's declared advertiser.

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