Choose a deal type

Compare private auction, Preferred and Programmatic Guaranteed deals on LtvAdx: price, volume, priority and what each side is committing to.

LtvAdx has three kinds of deal. They differ in how the price works, whether any volume is promised, and where the buyer's ads rank against other demand. Pick the type when you propose the deal. It can't be changed afterwards, only replaced with a new deal.

To propose, answer or change a deal, see Propose, negotiate and manage a deal.

The three types side by side

Private auction (PMP)

The publisher sets a floor and invites one buyer to bid on named channels. The buyer's line item must bid at least the floor, and when it wins it pays its own bid. Because a private auction ranks above the open auction, a buyer bidding the floor still beats open-auction demand at a higher price. No volume is promised in either direction.

Preferred deal

The price is fixed. The buyer's line item bids exactly that CPM. It ranks above private auctions and open auction, so the buyer gets first look at the inventory, but it takes only what its targeting and budget allow. Nothing is reserved and nobody owes a number of impressions.

Programmatic Guaranteed deal

The price is fixed and the deal names a number of impressions. The buyer's line item gets a budget equal to that number divided by 1,000, times the CPM, so it can't keep buying at this priority after the target is met. Its daily limit allows some catch-up above an even daily share. A deal with an ad network has no line item: the impressions are sent as a guaranteed deal to its bidder, and LtvAdx does not stop the deal at the target.

Read the name of this deal type carefully:

• Nothing is held back from other buyers. The deal's line item ranks first, ahead of auction demand, until it is spent. Whether it reaches the target depends on the channel's traffic and the line item's targeting.
• LtvAdx does not make up a shortfall. The deal page shows how much of the reserved impressions were delivered. If delivery falls short, the two sides settle it themselves, for example by proposing a change.
• The buyer is charged per delivered impression, at the deal's CPM, not for the whole target up front.

Where deal demand ranks

When a channel has an ad opportunity, demand is ranked by type first and by price second. From first to last:

1. The publisher's own direct campaigns on its own channels
2. Programmatic Guaranteed deals
3. Preferred deals, and insertion orders booked by LtvAdx for a buyer
4. Addressable demand from operators
5. Private auctions
6. Open auction, which is everything else

Within the same level, the higher CPM generally wins. Outside bidders connected through DSP seats are asked about an opportunity that would otherwise go to open auction, and their open bids never displace a deal. The exception is a deal a publisher agreed with an ad network: that ad network's bid on the deal ranks at the deal's level, the same as a line item on such a deal would.

What every deal type shares

• One publisher and one buyer. A buyer is an advertiser, an agency acting for one of its advertisers, or an ad network buying through its own bidder.
• Named channels. Only the publisher's live channels that are verified as authorized sellers. You can also limit by platform, ad break type, country and maximum ad length.
• A flight of up to a year. Serving follows the dates in the deal.
• A deal's price replaces the channel's own floor CPM for the line items bound to it. The publisher agreed to it when it accepted.
• No bypass of brand safety. The publisher's blocked advertisers and categories still apply.
• Buyers can't pick these tiers by themselves. A line item gets a deal type only by being bound to an accepted deal. Without a deal, a line item is open auction. An ad network's bid gets a deal's rank only when it names a deal offered to that ad network.

If something goes wrong

The line item's targeting check lists the reason for each channel. See Line items and targeting.