Preferred deals and private inventory

About preferred deals

A preferred deal is an exclusive, advertiser-to-publisher relationship for programmatically purchasing inventory in brand-safe environments.

Preferred deals provide advertisers with first-look access to custom, non-guaranteed inventory at a fixed CPM.

In general, the average CPMs for preferred deals are $4.00+, and most publishers expect a commitment in terms of minimum spend.

If a preferred deal's terms are met (which generally refers to CPM, targeting, ad-related requirements), the impression goes to the preferred deal advertiser first.

If the deal terms are not met, the impression goes to the open auction or a private auction (if the publisher is participating in one). Note that the advertiser is excluded from bidding on this inventory in the open auction.

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