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Create a new Ad Exchange Private Auction

When you create a new Private Auction, you choose which buyers, or specific clients of buyers, get access to select inventory at set minimum prices. Ad Exchange emails the selected buyers or clients, and the Private Auction is listed as available when the buyer or client visits Ad Exchange.*

Create a new private auction (5:02)
For every new combination of selected buyers or clients, a new proposal is created which the buyer or client must individually accept. Publishers can also stop and restart each proposal. Learn more

To create a new private auction:

  1. Sign in to your Ad Exchange account and select the "Deals" tab.
    If you're accessing this feature from DFP instead of Ad Exchange, select the Sales tab, instead of the Deals tab.
  2. Click New private auction.
  3. Enter a descriptive name that clearly identifies the inventory being offered.
  4. Select the environment where the inventory appears, such as display, video or mobile.
    If any ad units were previously selected in the targeting section, the selection of the environment may clear the ad units. Select the environment first, before moving on to the targeting section.
  5. Enter 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.

  6. In the "Allowed buyers and pricing" section:
    1. Choose from the available buyers. You can choose as many as you'd like, and can send the proposal to all clients of that buyer, or only to specific clients.
    2. Select Allow Open Auction buyer optimization to allow Open Auction bids to compete with bids for this Private Auction. This defaults to ON for new Private Auctions, but you can choose to opt-out for individual Private Auctions. Learn more
    3. Under Creative restriction, optionally add advertisers. Recommended practice is to omit advertisers. Indicating incorrect advertisers means that ads could fail to serve. Learn more
    4. For the price, enter the minimum CPM for the inventory being offered. You can change the currency, if necessary. The CPM is gross of revenue share.

    5. If all the net bids are below this price for a given impression, the inventory becomes available in the Open Auction.
    6. (Optional) Override any existing blocks that you've set up for your inventory. To enable this feature, set the "Override blocks" option to ON. Learn more
    7. (Optional) Click + Add another buyer to add another pricing row for another buyer or group of buyers, clients, or advertisers. You can add as many pricing rows as you'd like.

Define inventory targeting criteria

Select the targeting criteria for your inventory in the targeting selector. The inventory targeting options are:

  • Tags
  • DFP: Ad Units
  • DFP: Placements
  • URLs
  • Geography
  • Inventory sizes
  • DFP: Key/values
  • Operating systems
  • Device categories

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

Learn more about selecting targeting criteria

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;cat=sport,news means: (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.

Define additional settings
  1. (Optional) Add context to your brand by associating your publisher profile to the auction. Learn more
  2. Designate this auction to display your inventory as branded or semi-transparent.

    Choose Branded to expose the full URL to buyers. Choose Semi-transparent to show buyers a truncated version of the URL, displaying only the top-level domain.

    Mobile app inventory always transacts as branded. Semi-transparent is only available for desktop and mobile web.

  3. (Optional) Enter the estimated end date. This date should correspond to the availability of the ad units in the proposal.
  4. (Optional) Enter the estimated impressions per day.
  5. (Optional) If you wish to add an email address associated with this proposal, click Edit deal emails and enter one or more email addresses.
  6. To make the proposal available, click Save. Only the specified buyers and clients will see the proposal on their Private Auctions page.

  *  Clients must have explicit permissions from their buyer to be able to receive private auction proposals from publishers. Permissions allow them to view proposals directly addressed to them. They cannot view proposals addressed to only the buyer, or proposals addressed directly to other clients. Ad Exchange buyers can view all private auction proposals addressed to the buyer or any of their clients.

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