Private Auction FAQ

• Access to premium inventory not available on the Open Auction
• Access to inventory before other buyers on the Open Auction 

Preferred Deals:

Inventory sold through a Preferred Deal goes to the single participating buyer, as long as the buyer bids at or above the negotiated fixed price. If the buyer’s bid is above the fixed price, the buyer still pays only the fixed price.

Private Auctions:

The inventory clears to the highest net bidder who bids above the impression minimum, in the Private Auction (see more details on the auction).

No, the buyer pays the bid price.

Yes, unless the publisher has explicitly blocked all other buyers from seeing this inventory. A common practice is for publishers to exclude the inventory from the Open Auction. Buyers in the Private Auction do not have a second chance to purchase this inventory once it appears in the Open Auction.

Yes. Publishers can specify multiple advertisers at the same or different price floors. Authorized Buyers may at its discretion also set price floors above the publisher’s minimum CPM specific to advertisers.

Publishers first reach out to buyers to offer a Private Auction. Or, a buyer may contact a publisher to start a negotiation.

The list of publishers that participate in Preferred Deals or Private Auctions can be found by initiating a Preferred Deal. The dropdown list of publishers is the subset that have chosen to be discoverable.

Buyers are notified by email and in the left-hand navigation panel of the UI of any invitation to a Private Auction and must accept the proposal to participate in the Private Auction.

Yes, this is available today with a limited number of publishers. Publishers can restrict a Private Auction to impressions that belong to a first party user list; impressions that are not on the first-party user list will take part in the open auction.

Yes, you can buy video or mobile inventory through a Private Auction. In order to find out which publishers are offering this type of inventory, you will need to reach out to the AdX Preferred Deals development representative.

Private Auctions work like any other auction on Google Ad Manager. Google Ad Manager runs an auction and determines if the Private Auction bid is higher than the Google Ad Manager bid. If the Private Auction bid is higher, it will win and serve.

Yes, you can set an alert if any action is taken on the deal. Navigate to the Private Auction settings and enter one or more email addresses in the Preferred email address for web property field.

Yes, the buyer may bid on behalf of advertiser B in the Open Auction only, as long as: A) the publisher has not blocked advertiser B either at the deal/auction level or for the branded impression and B) the buyer is not bidding for both advertiser A and B simultaneously.

If the buyer wants to stop their own Private Auction deal only, and not any other buyer's deal, they can click Stop in the "Negotiations" tab of Authorized Buyers. After stopping the deal, the status changes from "Active" to "Completed" and the buyer no longer receives traffic.