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 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. In addition, the use of audience targeting helps narrow who your ad is shown to. With a more automated approach to transacting, Programmatic Guaranteed helps you focus on the top priorities for your business. Note that Marketplace must be activated for your account, contact your account manager for more information.

Negotiation overview

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.

Programmatic Guaranteed request for proposals (RFP)

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

  1. Navigate to Inventory > Marketplace.

  2. To show Programmatic Guaranteed eligible publishers, from the Filter Inventory pane on the right, select Commitment > Guaranteed.

  3. Select a publisher to whom you would like to send an RFP. The publisher pane appears on the right.

  4. Click Request proposal.

  5. 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.

  6. Click Send.

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

  1. Navigate to Inventory > Negotiations.

  2. Click New.

  3. 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.

  4. 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:

  • Rate

  • Units (Impressions)

  • 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.

Configuring Programmatic Guaranteed deals

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 creatives

  • 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.

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.

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: Basic details

This is where you review the basic details, choose advertisers, and select a campaign.

  1. Review the deal details section and make any necessary changes to the order and product names.
  2. Review and make any necessary changes to the partner revenue model and part costs.
  3. Select whether only partner users or both partner and default advertiser users can edit and configure this deal.

    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. When you are done, choose the default advertiser. This advertiser will use the guaranteed inventory unless specified otherwise. 
  4. Select a campaign. Note that only a campaign under the default advertiser can be selected.

Step 2: Choose creatives

The next step is to select at least one available creative for each of the product sizes and durations specified in the deal. Note that only creatives that meet the creative requirements and that are from your selected advertisers will be available.
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)

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.

Next, specify the partner revenue model along with any partner costs.

Click Done when you are finished. Your deal will appear on the "My Inventory" page, ready for you to configure.

Programmatic Guaranteed deals with publishers on
Google Ad Manager

Consider the following when negotiating and configuring Programmatic Guaranteed deals with publishers on Google Ad Manager:

Creative formats

Review the creative formats that are currently supported. In addition, you can also consider using custom creatives which allow for high-impact ad formats in Programmatic Guaranteed deals. If your creative is rejected, learn how to troubleshoot your rejected creative.

Using first- or third-party audience lists

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 Programmatic Guaranteed 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.

CPD budgets

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 (cost per day) 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.

CPD Sponsorships do not 100% guarantee that buyer’s ads will be the only ads that appear during the time period. In outlier cases where Ad Manager is unable to serve the buyer’s ad creative (e.g. ad creative is not supported by the user's browser, etc), Ad Manager ensures your impression is fully monetized by serving a contending ad instead. While this occurrence is the exception, CPD Sponsorships should not be sold as a 100% Share of Voice guarantee.

Limitations

  • Not supported by audience list Programmatic Guaranteed deals

CPM sponsorships

A sponsorship is a type of ad campaign in which the advertiser purchases exclusive access to inventory specific to the app or website for a period of time. CPM (cost per mille) sponsorships are similar to CPD sponsorships, the difference being:

  • CPD sponsorship buyers are aware of the minimum amount of impressions that must serve before they are charged the daily rate.
  • CPM sponsorship buyers only know the maximum number of impressions they agree to buy along with the rate they are willing to pay per 1000 impressions (note that the deal will stop serving once the maximum number of impressions has been met). The total cost will be that rate multiplied by the number of impressions that end up serving by the end of the campaign (up to the negotiated maximum).

CPM sponsorships are negotiated and configured the same way as traditional Programmatic Guaranteed deals and CPD Sponsorship deals.

Note: Impression totals and media cost data will only be shown at the end of the campaign.

Limitations

  • The budget summary on the negotiations page excludes any other sponsorship products from the same order
  • The total impression summary on the deal details page excludes any other sponsorship products from the same order

Programmatic Guaranteed deals with third-party exchanges

In addition to setting up PG deals with publishers on Google Ad Manager, you can also set up PG deals with third-party exchanges. This increases the amount of reservation inventory available for PG deals while leveraging tagless transactions and Google managed billing features.

You can initiate a negotiation with your publisher by sending a request for proposal (RFP). See Programmatic Guaranteed request for proposals (RFP) for details. If you and the publisher have already negotiated the terms of the deal offline and you have the deal ID, you can create the deal in My Inventory.

 

Step 1: Add products and advertisers

This is where you add one or more products (publisher placements) and choose your advertisers. Then select a partner revenue model, enter the partner costs, and choose which advertisers have permission to target the products.

  1. Sign in to your Display & Video 360 account.
  2. Navigate to Inventory > My Inventory.
  3. Click New > New guaranteed inventory.

  4. Enter a name for the insertion order that you are creating along with the publisher’s name.

  5. Choose Programmatic as the Transaction Method as well as the exchange that you are working with for the deals being created.

    Note: Only PubMatic, Rubicon, SmartRTB+, SpotX, and Telaria are currently available.
     
  6. Add your products by entering them into the table, with each row containing an individual Deal ID provided by the Publisher/Exchange.

  7. Select a partner revenue model and enter an appropriate percentage. Learn more about the different partner revenue models available.

  8. Enter the partner costs. Learn more about partner costs.

  9. 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. If multiple Advertisers are selected, choose one to be the Default advertiser.

  10. Select an existing campaign within the default advertiser from Step 9 to contain your default insertion orders and line items.

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)

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. 

Additionally, you can specify the partner revenue model along with any partner costs.

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

YouTube Programmatic Guaranteed deals

You can learn more about the requirements and setup for YouTube Programmatic Guaranteed deals in this article. 

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