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Ad Exchange advertiser-level Private Auctions

Ad Exchange advertiser-level Private Auctions are auctions that publishers can create for combinations of buyers and advertisers. There are a few requirements that must be met to ensure deals transact:

  • Buyer must respond to bid request either at or above the negotiated CPM floor.

    For example, let's say Buyer A accepted a Private Auction at $4 CPM with Adidas as the specified advertiser. If Buyer A responds at $4 with an Adidas ad, 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 buyer's bid will be considered for the open auction but not as part of the Private Auction. For example, let's say Publisher A initiates a Private Auction at $4 CPM set for only Adidas and invites Buyer B.
  • Buyer B responds at $4 with a Nike ad.
  • Buyer B loses the first Private Auction.
  • Buyer B's Nike ad would however enter the Open Auction and compete against all other buyers with $4 as its bid price.
A buyer responds with the advertiser specified in the Private Auction but at a price below the CPM price The ad loses in the Private Auction and the Open Auction. For example, let's say Publisher A invited Buyer B to a Private Auction at $4 CPM set for only Adidas.
  • Buyer B responds at $3.5 with an Adidas ad.
  • Buyer B loses the Private Auction.
  • Buyer B's ad would not be considered for the open auction as all Adidas ads must meet or exceed the CPM floor.
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