Programmatic Guaranteed deals

To enable partners for Programmatic Guaranteed deals, you can either accept the 4% fee and enable Marketplace from your partner account or contact your Display & Video 360 support representative.

Programmatic Guaranteed (PG) deals provide an automated buying solution with tagless trafficking, advanced targeting and consolidated reporting and billing. Programmatic Guaranteed deals allow you to execute direct buys with publishers, while eliminating manual processes such as exchanging tags, troubleshooting discrepancies and handling multiple invoices.

Note that for Guaranteed deals, publishers will often send extra bid requests. As long as the negotiated Guaranteed budget is met or on track to be met, the buyer might not respond to or win each one of the bids the publisher sends. Therefore buyers should not expect a 100% win rate for Guaranteed deals.

Programmatic Guaranteed deals in the Marketplace

  • To show Programmatic guaranteed eligible publishers, from the Filter Inventory pane on the right, select Transaction type > Programmatic guaranteed.

Note that Programmatic Guaranteed deals require the following:

Using Programmatic Guaranteed deals

Programmatic Guaranteed deals from Google Ad Manager publishers will appear in My Inventory, where you can configure them. Continue to Deal Configuration to learn more

Programmatic Guaranteed deals work as follows:

  • Define the programmatic guaranteed deal via the workflow shown below. This workflow adds the inventory to your partner, permissions the inventory to your chosen advertiser(s), and creates a reservation insertion order that will serve if no other line items target this inventory.
  • (Optional) Target programmatic guaranteed inventory on additional line items in any of the permissioned advertisers. For example, you can target this inventory on a new line item within a remarketing insertion order. At serving time, if the line item’s targeting criteria are not met on this impression , the insertion order created in step 1 will serve.

Defining the programmatic guaranteed deal requires the following steps:

If at any point during the 3 steps you choose to continue the setup process later, click Save & Close and you’ll be returned to the "My Inventory" page, where the products you added will be listed under the “Action required” section. Hover over it and click Configure to return to the setup process.

Step 1: Add products and advertisers

  1. Sign in to your Display & Video 360 account.
  2. Select Inventory > My Inventory from the menu on the left.
  3. Click New > New guaranteed inventory. The "New Guaranteed inventory" page appears.
  4. In the "Deal details" section, enter a name for the insertion order that you are creating along with the publisher’s name.
  5. Add your products:
    1. Enter a name for the product.
    2. Select the start and end dates.
    3. Select a format from the drop-down, either audio, display, or video.
    4. Under Creative requirement, make one or more choices for video or display:
      1. Audio: Select a duration in seconds.
      2. Display: Select one or more creative sizes. You can also type in a new size if it is not in the list. If you specify multiple sizes, you will have to coordinate with the publisher, who will have to specify the size needed on each request (a single size is automatically specified).
      3. Video: Select a duration in seconds. 
    5. When you enter Rate (CPM) and Units (imps), the Total Cost will be calculated for you (you can change the currency by clicking on the current currency in the top right corner).

When you are done adding your products, select a partner revenue model and enter an appropriate percentage. Learn more about the different partner revenue models available

Next, enter the partner costs. Learn more about partner costs

Next, 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. Select a default advertiser by entering the name in the search field and selecting one from the list.

  1. Enter the name of the advertiser under whom the deal will be created. This is where Display & Video 360 will automatically traffic the default insertion order. Optionally, choose any number of additional advertisers to whom you’re permissioning the deal. This will allow the deal to be targeted by line items under those advertisers.
  2. Select a campaign by clicking "Search campaigns". Note that only the campaign under the default advertiser can be assigned. This deal will not be affected by the campaign's budget, flight date, or frequency cap.
  3. Click Next to continue. (Again, you can choose to continue later by clicking Save & Close, returning you to the "My Inventory" page)

Edit advertisers

Click on a deal in the My Inventory tab to edit advertisers attached to it. If you change the default advertiser you will need to choose creatives and a revenue model for the new advertiser. Inventory will stop serving (in up to 1 hour) for advertisers you remove. You can only edit a deal if you have access to all of the advertisers attached to it.

Step 2: Choose creatives

The next step is to select at least one available creative for each of the product sizes and durations. When you’ve selected one or more creatives for each size, click Next.
For native ads, the final rendering is determined by the publisher. The publisher is responsible for rendering the ad according to the style of their website or app. Let the publisher know if you have a preference on which assets are required to be rendered in the ad

Step 3: Settings (Optional)

On the next page, you can select and adjust the following:

  • Conversion tracking
  • Partner revenue model

When you've made all your choices, click Done. Your deal now appears on the "My Inventory" page under “Everything else”. You can configure or edit inventory by hovering over the inventory source and clicking the button to the far right.

Programmatic Guaranteed Request for Proposal (RFP)

You can initiate a proposal with your publisher as a request for proposal (RFP). RFPs allow you to use Marketplace to discover which publishers can run PG campaigns.

To send a programmatic guaranteed RFP:

  1. Sign in to your Display & Video 360 account and click Inventory > Marketplace.

    To show Programmatic guaranteed eligible publishers, from the Filter Inventory pane on the right, select Commitment > Guaranteed.
  2. Select a publisher to whom you would like to send an RFP. The publisher pane appears on the right.
  3. Click Request proposal.
  4. Fill out the form with your desired specifications.

    Remember to select Guaranteed as the Inventory type. (Note that you will only see Guaranteed listed as an inventory type if the publisher chooses to enable it)

    When adding audience targeting to your RFP, coordinate with the seller to ensure that there are no conflicts between audience targeting and proposal line item targeting.
  5. Click the Send button.

Once sent, the publisher will receive an email notification and will review the RFP. It will appear in Negotiations for additional changes and further negotiation or acceptance once the publisher has responded.

Deal configuration

To configure deals, select InventoryMy Inventory from the left menu. Then hover over the deal you wish to configure and select the Configure button that appears on the far right. Here you will assign creatives, assign a pixel, set a margin, adjust the partner revenue model, adjust the partner costs, and select advertisers. Once this step is complete, the programmatic insertion order is automatically set up in the selected Display & Video 360 advertisers.

If your creative is not ready, you should still accept the deal in the Negotiations tab. You then have two options: 

  1. Wait to configure your deal when you have the creative. You should do this at least 1–2 days before launch date in case of potential issues.
  2. Configure your deal after accepting, and use a placeholder tag. Once the PG insertion order is automatically set up in the Display & Video 360 advertisers, you can go in and add the correct creative to each line item. You should still add the new creative at least 1 day before launch. Keep in mind that if you forget to add the new creative, the deal will still go live with the original/default creative.

Edit advertisers

Click on a deal in the My Inventory tab to edit advertisers attached to it. If you change the default advertiser you will need to choose creatives and a revenue model for the new advertiser. Inventory will stop serving (in up to 1 hour) for advertisers you remove. You can only edit a deal if you have access to all of the advertisers attached to it.

Pause deals

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.

Using first- or third-party audience lists with Programmatic Guaranteed deals

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 Lists to see the size of an audience list. 

Buyer audience lists are built-in to 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.

Cost per day (CPD) budgets for Programmatic Guaranteed deals

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.

If you don't purchase the minimum impressions on any given day you won't be charged. 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.

YouTube 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 CCO (as noted in the terms of the deal acceptance)
  • Creatives are dependent on the deal negotiated, but can include instream :06s, :15/20s, :30s (non-skippables), or instream skippable of up to 6:00 mins
  • All companion banners are optional. If included, the required size is 300x60
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