Programmatic Guaranteed deals
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Programmatic Guaranteed (PG) deals provide an automated buying solution with tagless trafficking, advanced targeting and consolidated reporting and billing. PG deals allow you to execute direct buys with publishers, while eliminating manual processes such as exchanging tags, troubleshooting discrepancies and handling multiple invoices. In addition, the use of audience targeting helps narrow who your ad is shown to. With a more automated approach to transacting, PG helps you focus on the top priorities for your business.
Note that Programmatic Guaranteed deals require the following:
- Marketplace must be activated for your account.
- The publisher must use Google Ad Manager as their ad server.
- These deals can currently serve only the creative formats that are supported by Google Ad Manager. Custom creatives allow high-impact ad formats in PG deals. If your creative is rejected, learn more about how to troubleshoot your rejected creative.
Negotiation begins when the publisher sends a proposal to you. You can also send a request for proposal (RFP) to the publisher to begin the negotiation process.
Proposals contain campaign details, including inventory and a proposed price. The proposal is shared between you and the publisher and is sent back and forth until both parties agree.
A request for proposal (RFP) is a document sent from media planners like you to inventory providers that request media (inventory) to purchase for advertising purposes. Many inventory providers, or publishers, only provide inventory to buyers after being contacted with an RFP.
You can use Display & Video 360 to initiate an RFP with your publisher. Once the RFP is sent, the publisher will receive an email notification and will review it. You can send RFPs from either the Marketplace or Negotiations menus.
Sending an RFP from the Marketplace
Navigate to Inventory > Marketplace.
To show Programmatic guaranteed eligible publishers, from the Filter Inventory pane on the right, select Commitment > Guaranteed.
Select a publisher to whom you would like to send an RFP. The publisher pane appears on the right.
Click Request proposal.
Fill out the form with your desired specifications. Remember to select Guaranteed as the Inventory type.
When adding audience targeting to your RFP, coordinate with your publisher to ensure that there are no conflicts between audience targeting and proposal line item targeting.
Click the Send button.
Once sent, the publisher will receive an email notification and will review the RFP. It will appear in Negotiations (look for the status “Action required”) for additional changes and further negotiation or acceptance once the publisher has responded.
Sending an RFP from the negotiations menu
Navigate to Inventory > Negotiations.
Click New > Request for proposal.
Fill out the form with your desired specifications. Remember to select Guaranteed as the Inventory type. When adding audience targeting to your RFP, coordinate with your publisher to ensure that there are no conflicts between audience targeting and proposal line item targeting.
Click the Send button.
Once sent, the publisher will receive an email notification and will review the RFP. The publisher will now review your request and respond with a proposal.
After the publisher responds with a proposal you can view it by going to Inventory > Negotiation (look for the status “Action required”) for additional changes and further negotiation or acceptance.
If you’d like to make changes to the proposal, click Edit proposal.
The following fields are negotiable:
Start and end dates
Add a message to the publisher and make your changes. Click Send for review to send your changes back to the publisher to review. If both you and the publisher agree to the changes, they will send a request for acceptance to close the deal. Once you click Accept, the proposal is finalized.
If you’d like to make changes after the proposal has been finalized, click Renegotiate and make your changes. When you are done, add a message to the publisher and click Send for review.
Once you and the publisher have reached an agreement on the proposal, it’s time for you to configure the deal.
Here you will:
Select advertisers, a default advertiser, and campaign
Assign a Floodlight activity
Set a margin
Adjust the partner revenue model
Adjust the partner costs
Once this step is complete, the programmatic guaranteed insertion order is automatically set up in the selected Display & Video 360 advertisers.
To configure your deal, select Inventory > My Inventory from the left menu. Locate the deal in the Action Required section above and select Action > Configure on the right.
If your creative is not ready, you should still accept the deal in Negotiations. You can configure your deal later when you have the creative. You should do this at least 1–2 days before launch date in case of potential issues.
To edit the deal’s advertiser, click on a deal in My Inventory. If you change the default advertiser, you will need to choose a new set of creatives and a revenue model for the new advertiser. Inventory will stop serving (in up to 1 hour) for the advertisers you remove. You can only edit a deal if you have access to all of the advertisers attached to it.
You can see whether a deal is Paused or Active in the Status column of My Inventory. Deals can be paused by both the buyer or the publisher, and if either party pauses, they will need to provide a reason. Click on the icon to see why the deal was paused.
To pause a deal in Display & Video 360, click the dropdown next to Active in the Status column, and select Paused.
Only an entire proposal can be paused (not individual line items), and when inventory is paused, it is no longer targetable. The deal can only be resumed by the party that paused it.
Step 1: Basic details
This is where you review the basic details, choose advertisers, and select a campaign.
- Review the deal details section and make any necessary changes to the order and product names.
- Choose which advertisers have permission to target the products. Optionally, you can toggle "Assign inventory source to all advertisers" to allow any advertiser permission to target the products. When you are done, choose the default advertiser. This advertiser will use the guaranteed inventory unless specified otherwise.
- Select a campaign. Note that only a campaign under the default advertiser can be selected.
Step 2: Choose creatives
Step 3: Settings (Optional)
The final step is to specify conversion tracking and partner revenue model settings.
Display & Video 360 uses Floodlight activities to track conversions and add users to remarketing lists. Select the Floodlight activity that you'll use for conversion tracking in this line item. You can create and manage Floodlight activities by going to Floodlight > Floodlight Activities in your advertiser. Learn more about Floodlight activities. Note that if you use Campaign Manager, Floodlight activities are managed in your Floodlight settings and are synced through your linked Display & Video 360 advertiser.
Click Done when you are finished. Your deal will appear on the "My Inventory" page, ready for you to configure.
Buyers can target or exclude first- or third-party audience lists for each reservation deal of a Programmatic Guaranteed order during the negotiation phase. When this is done the publisher's forecasting tool will calculate available inventory that matches with the buyer's selected audience list(s). Within the set of lists selected for inclusion/exclusion, the “OR” logic is applied. Between the sets of included and excluded lists, the “AND” logic is applied.
Audience list Programmatic Guaranteed deals work best when including user lists that have a sizable reach of at least 100 cookies per day (in other words inventory won't be too limited). Navigate to Advertisers > [Advertiser] > Audiences > All Audiences to see the size of an audience list.
Buyer audience lists are built into Ad Manager forecasting, allowing publishers to run forecasts on PG proposals that include buyer targeted first- or third-party audience lists. Ad Manager has real-time access to the buyer audience lists during both forecasting and serving, therefore there is no lag/latency when changes are made to the audience list. During forecasting, Ad Manager takes historical data and existing overlapping reservations into account for the remainder of the campaign.
Deals with cost per day budgets have a minimum number of impressions that must be purchased by the buyer and served by the publisher each day. You will only be charged when the number of impressions exceeds the amount agreed upon between you and publisher (this is important to reiterate with the publisher when setting the minimum). No revenue is displayed in reporting even if impressions show a value above zero. When you do purchase the minimum daily amount, you'll be charged the CPD daily rate, even if the total number of impressions purchased and delivered are more than the minimum. Reporting shows revenue for days where the minimum impression value was purchased.
- Not supported by audience list Programmatic Guaranteed deals
YouTube Programmatic Guaranteed deals follow all of the steps and principles of standard Programmatic Guaranteed deals with a few exceptions:
Online discovery of inventory and buyer-initiated negotiations are not supported (discovery and negotiation occurs offline through Sales channels)
Publishers are required to review and approve creatives prior to serving
Only certain buyers are allowed to use Cross Campaign Optimization (as noted in the terms of the deal acceptance)
Creatives are dependent on the deal negotiated, but can include:
:06 second instream non-skippable video ads (bumper)
:15 or :20 second instream non-skippable video ads (may vary by region, contact your account manager for more details)
:30 second non-skippable video ads
Instream skippable ads up to 6:00 minutes
All companion banners are optional. If included, the required size is 300x60