About non-guaranteed auctions

A non-guaranteed auction (also known as "private auction") is a one-publisher-to-multiple-advertisers relationship. Non-guaranteed auctions give publishers more control over how they sell their inventory, while giving select buyers an advantage in auction buys.

Depending on what is passed in the bid request, non-guaranteed auctions can either be first- or second-price auctions with a CPM floor. With a non-guaranteed auction, the seller invites preferred buyers to participate and make a portion of their non-guaranteed inventory available for purchase at negotiated minimum prices for each buyer. The inventory goes to the highest bid from among the private buyers, provided the winning bid is above the minimum CPM. If none of the non-guaranteed auction buyers wins or bids on the inventory, it becomes available in a regular, "open" auction.

Can non-guaranteed auctions and non-guaranteed fixed deals coexist?

Yes. Depending on how publishers have segmented their inventory, they might be participating in a non-guaranteed fixed deal and a non-guaranteed auction, in which case the following priority flow takes place:

  1. Non-guaranteed fixed deals take priority over non-guaranteed auctions.
  2. Non-guaranteed auctions take priority over the open auction.
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