This article describes how to negotiate Programmatic Guaranteed and Preferred Deal campaigns using Programmatic Direct. It also explains the billing thresholds and impression limits associated with different line item types, and emphasizes how they impact advertiser billing and publisher compensation.
You can negotiate both Programmatic Guaranteed and Preferred Deal (non-guaranteed) campaigns with Programmatic Direct.
- Programmatic Guaranteed:You and the buyer negotiate a price and terms for inventory that's reserved (guaranteed) for that buyer. Inventory is designated only for that buyer at that price.
- Preferred Deal:You and the buyer negotiate a price and terms for inventory that the buyer can optionally buy. The buyer has an initial, or "preferred," opportunity to bid at the negotiated price when there's an ad request for the inventory. Preferred Deals
are non-guaranteed because:
- The inventory negotiated isn't reserved for the buyer—you can opt to reserve it in a guaranteed campaign for a better price.
- Buyers aren't required to buy the inventory.
Line item types
Line item type determines rate type and the kind of campaign you want to negotiate. Quantity entered varies based on the campaign type you're negotiating.
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Proposals can contain either Programmatic Guaranteed (Standard or Sponsorship) or Preferred Deal (non-guaranteed) proposal line items , but not both.
- If there’s more than one Preferred Deal targeting the same inventory at the same
CPM rate, and they’re eligible for the same ad request, Google Ad Manager chooses the winning buyer randomly.
Billing threshold per day
Billing threshold is the minimum impressions that must be exceeded each calendar date for you to earn revenue on any given day of delivery. A calendar date is 12:00 AM to 11:59 PM (in the publisher's time zone) on a given day of delivery.
A campaign must deliver at least one impression above minimum, even if it serves only part of the calendar date. If the campaign fails to deliver this minimum:
- The advertiser is notbilled.
- You won't be compensated for delivery for that day.
Billing threshold protects advertisers against paying CPD flat fees for line items that fail to meet an agreed minimum.
Impression limit
This limit specifies the maximum lifetime number of impressions on the sponsorship the buyer is willing to pay for .
Contracted quantity
The scheduled quantity of impressions reserved for the buyer under the dates and terms of a specific campaign
Estimated quantity
Impression value that reflects the estimateddelivery for the lifetime of a Preferred Deal line item. This value does notaffect ad serving and can be used to monitor and troubleshoot delivery for preferred deals.
