Programmatic Guaranteed vs Preferred Deals: Key Differences

A deal with Programmatic Guaranteed allows you to offer inventory that is reserved or guaranteed to buyers for a specifically negotiated price. In such deals, the buyer and seller come into an agreement and you can offer them standard CPM or sponsorship CPD (cost per day). 

A Preferred Deal helps you to offer buyers inventory at a price and terms that have been specifically negotiated for the inventory. But, there is no contract in terms of an agreement in a preferred Deal, so there are no contractual obligations for you to reserve the inventory for the buyer, so if you get a better price from another buyer, you can sell it off and there is no obligation on the buyer’s side to purchase the entire inventory.  

The entire process in a Programmatic Direct deal occurs in one system of the Ad Manager, so the sales are simple and there is a minimal potential for error caused by humans. Publishers and buyers can negotiate on the terms and settle on campaign details with the Programmatic Direct feature. The details of the campaign like the price, the terms are more, are finalised and stored directly in the Ad Manager.

Ad Manager also takes care of the billing and payments and terminates the possibility of discrepancies and lowers the overhead in managing reconciliation. The funds are distributed by Google on a net-30 days basis, so publishers are paid for their campaigns every 30 days. 

Line Item Types: Programmatic Guaranteed vs Preferred Deals

Line item type decide on the rate type and the campaign kind that you would want to negotiate. The numbers are varying in accordance with the campaign type that you negotiate. 

Your proposals can either be inclusive of Programmatic Guaranteed proposal line items, standard or sponsorship or preferred deal that is non-guaranteed but not both.

In cases where there is more than one Preferred Deals that targets the same inventory at the same CPM rate and are all eligible for the same ad request, the winning buyer is chosen by Ad Manager at a random fashion.

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