What are Preferred Deals in Programmatic Advertising

Last Updated: March 26, 2023
Category: Advertising
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With Preferred Deals, you have the liberty to offer the buyers inventory at a price that has been specifically negotiated and bears in mind the minimum CPM rate. There is no formal agreement in Preferred Deals, so there is no contractual obligation for you to save the inventory for the buyer. If you are being offered a higher price by some other, you can sell it off, and there is no obligation on the buyer to purchase the entire inventory.

  • What are Preferred Deals in Programmatic Advertising
    • What is The Working on Preferred Deals?

What is The Working on Preferred Deals?

The proposal is the start of Preferred Deals. Once the proposal has been created, it goes directly to the buyer, and whatever changes the buyer might wish to make can be suggested at the negotiation. On absolute agreement by both parties, the official sale of a Preferred Deal is said to have been conducted, and a corresponding line item is created. Most of the time, a Preferred Deal is made at external conversations between the buyers and sellers – over the phone, or email and both parties agree to set up a deal. It summarizes as-

  1. A non-guaranteed campaign has been negotiated between you and the buyer. In an Ad Manager proposal, the price and the terms for inventory are settled on. Ad Manager stores the details on its own to simplify sales and reduce any chances of human errors.
  2. Until complete satisfaction is achieved by both parties, the proposal goes back and forth between you and the buyer with the aim of negotiation.
  3. On finalizing, the buyer is given the initial or the preferred chance to bid on the inventory at whatever price was negotiated. If the buyer does not correctly secure the inventory or does not place a relevant bid that is higher than the decided CPM rate, the inventory opens up for Open or Private Auctions. There is another chance for your inventory to earn revenue.

How Do You Set Up Preferred Deals?

The process of negotiating is the same for programmatic guaranteed and non-guaranteed proposals. Once the agreement upon the campaign details, you request the buyer to accept the proposal. Once acceptance is clear, the proposal is finalized, and corresponding delivery line items are created by the Ad Manager.

To set up a Preferred Deal:

  1. Make a proposal.
  2. Make an addition of proposal line items. These can contain either Programmatic Guaranteed proposal line items, Standard or Sponsorship or Preferred Deal, which are non-guaranteed proposal line items but not both.
  3. For the line item type, select Preferred Deal.
  4. For Estimated Quantity, make sure the number you enter is realistic for delivery. These numbers could later be used to check and troubleshoot the campaigns.
  5. Very similar to guaranteed campaigns, you can conduct negotiations-

  • To finalize the Deal, request acceptance
  • If you still want to negotiate and are not quite ready to reflect the Deal as closed, send it for review.


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Frequently Asked Questions

Preferred deals are where you and the buyer negotiate a price and terms for inventory that the buyer can optionally buy. Programmatic guaranteed deals allow you to execute direct buys with publishers while eliminating manual processes.

Preferred deals can be assigned in the following: 1. In the line item's audience targeting 2. In the line item's creative assignment 3. In the partner settings, under inventory source 4. In the line item's inventory source targeting.

Private auctions are known as private marketplaces or invitation-only auctions. Private auctions are not like preferred deals. Preferred deals do not involve real-time bidding.

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