Negotiate a guaranteed inventory proposal

Learn the steps involved in negotiating a guaranteed inventory proposal

When you receive a proposal for programmatic guaranteed inventory, you can negotiate by suggesting changes that are then shared with the publisher. Your negotiation might include changes to the rate, impression volume, or targeting a user list. When the publisher is ready to close the deal, they send you a request for acceptance.

Provide one of the following to Ad Manager publishers who want to negotiate programmatic deals with you:
  • your Display name (set in Adminand thenAccount settingsand thenMarketplace settings) OR
  • your Buyer ID 

Note: Only the Display name or Buyer ID outlined above can be used by Ad Manager publishers to initiate negotiations for programmatic deals.

See an overview of the phases of negotiation

Every proposal goes through three phases:

Review: The proposal is under negotiation between you and the publisher. Changes are still being made and the details haven't yet been fully agreed upon.

Acceptance requested: You've reached agreement. Only the publisher can send a request for acceptance, and only you can accept the formal offer.

Accepted: You have accepted the formal offer and the proposal is considered sold.

  Once you accept a publisher request, Google Ad Manager creates an order and reserves inventory.

Review publisher changes or accept a proposal

Publishers send a proposal for review if the terms of the proposal are still a work in progress. When a proposal is sent to you for review, you cannot yet accept a formal offer, but can send proposed changes or messages.

Once you and the publisher have reached an agreement, the publisher sends an "Acceptance requested" notification. Only the publisher can send a request for acceptance, and only you can accept the formal offer.

To review changes or accept a proposal:

  1. Sign in to Authorized Buyers.

  2. Click Marketplace and then Negotiations.
  3. Click the "Proposal Name" associated with the "Acceptance Requested" status.

  4. Click Accept to accept changes or Terminate Negotiation.

    If the status is "Review requested", click the proposal.

  5. Click Propose Changes and revise the proposal.

  6. Click Send Proposal.

The publisher has the option of retracting an acceptance request or a sold proposal. If a request for acceptance is retracted by the publisher, the proposal returns to the review phase and you no longer have the option to accept.


If at any time during review of a new or changed proposal or order, the publisher wishes to terminate negotiation, they may do so only prior to your acceptance.

Next: Renegotiate an accepted proposal
Was this helpful?
How can we improve it?

Need more help?

Sign in for additional support options to quickly solve your issue

Clear search
Close search
Google apps
Main menu
Search Help Center