Search
Clear search
Close search
Google apps
Main menu

Auction behavior for Ad Exchange deals

With Preferred Deals and Private Auctions, buyers have the option of bidding on impressions for specific Preferred Deals or Private Auctions using the deal ID, or sending their bids directly to the Open Auction.

 
Learn more about the deal ID

A deal ID (for example, 3961278807007882311) is a system generated number that is assigned to a Preferred Deal or Private Auction upon creation, and used to identify the deal between the buyer and the publisher.

When a Preferred Deal or Private Auction is created, both the buyer and publisher receive a notification via email, and in the user interface. The deal ID is included in the notification, and in all bid requests that are passed as part of the deal.

You can access the deal ID at any time by clicking to open an existing Preferred Deal or Private Auction in the Deals tab.

If you're accessing this feature from DFP instead of Ad Exchange, click Sales and then Preferred Deals or Private Auctions.

Use of an existing deal ID

When setting up a Preferred Deal or Private Auction, if the property, buyer, advertiser, price, and start date match an existing deal, then the deal ID remains the same as the existing deal.

A new deal ID is assigned whenever the terms are updated on an existing non-finalized Preferred Deal or Private Auction.

Buyers' options for setting the deal ID

When bidding on an impression for a specific Preferred Deal or Private Auction, buyers set the deal ID in their bid response equal to the deal ID in the request. This limits their bid to that deal only, without competing in the Open Auction.

They can alternately set the deal ID to 1, or choose not to set the deal ID, to skip the deal entirely and instead compete for the impression in the Open Auction, if the inventory is still available.

The table below details the options for buyers bidding on a Preferred Deal or Private Auction.

Goal Setting for the deal ID Resulting behavior
Participate in the deal deal_id = <deal_id> The bid competes only for the impression in the Preferred Deal or Private Auction and becomes ineligible to compete for the impression the Open Auction.
Skip the deal

(and attempt to compete for the impression in the Open Auction)

deal_id = 1

or

deal_id not set
The bid skips the Preferred Deal or Private Auction and only competes for the impression in the Open Auction,
provided the inventory is still available.
 

Once a buyer bids on a Preferred Deal or Private Auction impression, they are ineligible to bid for that impression in the Open Auction. Also, if they bid on a deal with a CPM below the deal CPM, their bid becomes ineligible for that deal or the Open Auction.

Effects of CPM on auction behavior

In addition to the deal ID, the CPM also determines whether the bid response is considered for a specific deal or for the Open Auction. The table below details the scenarios where a response may not be considered for a specific deal, but may be considered for the Open Auction.

Bid response meets or exceeds required price
Request Response Reason
Negotiated fixed CPM = $4.00
deal_id = 1234
CPM = $4.50
deal_id = 1
Because the deal ID is set to 1, the bid response is not considered for the preferred deal or private auction, but is considered for the Open Auction, using a $4.50 CPM.
Negotiated fixed CPM = $4.00
deal_id = 1234
CPM = $4.50
deal_id = 1234
Because the deal ID is set to the deal ID in the request, the bid response is considered for the Preferred Deal or Private Auction, using a $4.50 CPM.
The buyer is no longer eligible to bid on this impression in the Open Auction.
 
Bid response below required price
Request Response Reason
Negotiated fixed CPM = $4.00
deal_id = 1234
CPM = $3.00
deal_id = 1
Because the deal ID was set to 1, the bid response is not considered for the Preferred Deal or Private Auction, but is considered for the Open Auction, using a $3.00 CPM.
Negotiated fixed CPM = $4.00
deal_id = 1234
CPM = $3.00
deal_id = 1234
Because the deal ID was set to the deal ID in the request, the bid response is considered for for the Preferred Deal or Private Auction, but is filtered because it did not meet the negotiated fixed CPM.
The buyer is no longer eligible to bid on this impression in the Open Auction.
 

See a brief description of the auction model to better understand how Preferred Deals and Private Auctions work.

Was this article helpful?
How can we improve it?