Negotiate and finalize an Ad Exchange offer

When you receive an Ad Exchange offer, you can make changes to the CPM, timeframe, ad units and terms, and add comments that will be shared with the negotiating party.

Unread deal offers display in bold. Click "Mark as read" to unbold an offer without opening it.

Only the parties involved in the negotiation can see each other's activities. For example, if a buyer sends a seller an offer with a CPM that the seller considers too low for its inventory, the seller can enter a higher CPM, specify ad units that it would make available, and update the “Terms” to include specific information, such as that the inventory is above-the-fold. The seller then clicks Propose changes, and the deal is sent back to the buyer.

Considerations when negotiating a deal
  • Decide on CPM.
    You can check past activity in performance reports for both eCPM and spend levels for the buyer. Consider spend and volume commitments or premium eCPMs. Keep in mind that minimum CPMs are set in net values, while fixed prices are set in gross.
  • Inquire about the buyer's business associations (a holding company, for instance, or a seat on the exchange through an agency of a different name).
  • Identify the buyer's main buying strategy (audience, performance, or impression-based).
  • Determine the buyer's interest in purchasing specific advertisers or categories of advertisers
  • Identify any block lists or advertisers with whom you do not want to interact.
  • Calculate the volume of uniques your site has.
  • Find out the volume the buyer is looking for (daily, weekly, or monthly).
  • Determine the possibility of guarantee of impression volume.
  • Establish the intended budget.
  • Find out the desired length of the campaign.
  • Find out the audience type the buyer is seeking.
  • Supply your marketing materials (if applicable).

Learn about offer states.

Here’s how it works:

  1. (Offer) A buyer or seller creates an offer.
    • If the offer is open, any party can respond to it.
    • If the offer is direct, only the specified parties can respond.
  2. (Negotiations) If interested in the offer, the recipient party can revise it (click Negotiate), then click Propose changes, which sends the offer back to the originating party.
  3. (Negotiations) The originating party can make additional changes (click Negotiate) and, likewise, click Propose changes, sending it back again to the original recipient.
  4. (Negotiations) When a buyer is satisfied with the conditions of the offer, they click Accept. Depending on the "Require finalization" setting in the seller offer, the deal can be generated automatically when the buyer accepts the terms, or require seller finalization.

    Setting seller "Require finalization" to:

    • OFF (default) to automatically activate the deal when the buyer accepts the latest terms, without making changes. The seller does not need to finalize the negotiation.
    • ON to activate only when the seller finalizes the negotiation, after the buyer accepts the terms, without making changes.
  5. (Deal) If the seller "Require finalization" is set to "ON", they click Finalize to activate the deal and assign it a deal ID, pushing the details to Google’s ad serving system.

    The "Negotiate" and "Finalize" buttons are replaced by "Change" and "Save" when altering a finalized negotiation. "Cancel" returns you to read-only view when editing.
Once a deal is finalized, no additional actions on ad units are required in the Ad Exchange interface.
If you'd like to modify a deal after a negotiation has been created, click Action required in the left navigation panel to view your offers and check the box Show offers associated with existing negotiations on the upper right of the list. In order to prevent buyers and sellers from creating duplicate deals, a warning appears at the top of the deal detail page and when modifying a deal with an existing negotiation.

If you modify the details of an active deal, the updates do not affect the deal ID.
Previous: Create a new offer Next: Withdraw or archive an offer or negotiation
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