Concepts in Planning

Planning uses the following terminology to describe commonly used objects and concepts.


In Planning, a project is the top-level container for all of the work you do for a particular media plan (or set of related campaigns). A project has objectives or goals, a budget, start and end dates, and a set of inventory you're interested in buying.


Within a project, the plan is meant to capture the list of placements you intend to purchase from the publishers you're buying inventory from.


As in Campaign Manager 360, a placement is the media inventory of a website, app, or video where your ad appears. It represents technology compatibility, size, and quantities/cost models.


Inventory is the collection of placements that are available for purchase. Generally, inventory is added to Planning when a publisher responds to a request for proposal (RFP) sent by a Planning user. Additionally, inventory can be directly added to Planning by a Planning user or by importing the placements from a linked Campaign Manager 360 campaign.

Inventory providers

Inventory providers, such as publishers, are businesses that have ad space to sell on their websites, mobile apps, or video content. Inventory providers can access Planning to provide inventory to media buyers and negotiate on requests for proposals. Learn more about negotiating

Request for proposal (RFP)

A request for proposal (RFP) is a document sent to inventory providers to request media (i.e. ad space) to purchase for advertising purposes. Many inventory providers, or publishers, only provide inventory to buyers after being contacted with a RFP.

You can use Planning's RFP section to contact publishers to request inventory and negotiate with publishers on the inventory they offer. Learn more about creating RFPs


Once you've sent an RFP to an inventory provider, their responses will appear on the Negotiation page. From the Negotiation page, you can review their offers and make counteroffers of your own. Learn more about negotiating


Once you’ve selected the media that you’d like to run, you can push this media to Campaign Manager 360 where you can execute this media in one or more Campaign Manager 360 campaigns. The process of realizing your plan in Campaign Manager 360 is called Execution. Media is pushed into a Campaign Manager 360 campaign via an execution channel, which is a link to a specific campaign in Campaign Manager 360 you create in Planning. Execution channels are the higher-level link between Planning and Campaign Manager 360 and allow you to specify how media properties in Planning map to sites within Campaign Manager 360.

Once a plan is linked to a Campaign Manager 360 campaign, you can push media from Planning to Campaign Manager 360. Additionally, if any placements are modified or added directly in Campaign Manager 360, you can sync and reconcile these changes in Planning.


Some media must be secured through the process of a seller and buyer signing an order, which is a document that can be generated and recorded by Planning. An order can contain such information as the contacts at both the buyer and seller and the terms and conditions of the contract. New campaigns can be secured through an insertion order (IO), changes to existing campaigns can be secured through a change order (CO), and campaigns can be cancelled through a cancellation order (XO). Additionally, orders can be actualized so that the order reflects the actual amounts delivered.

The following diagram shows how the pieces of Planning fit together:


A scorecard is a summation of all key statistics associated with your plan. Scorecards are available in the Plan, Inventory, Negotiation, and Executions views. The estimated statistics they show are derived from the estimates you provided when you added inventory.

In addition to the scorecards provided by default, you can select items in any of the four views where they appear and compare their statistics against those for the plan as a whole.

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