Propose, negotiate and manage a deal

How a publisher and a buyer agree a private deal on LtvAdx, from first proposal to a live deal, and how to change, pause or cancel it.

A deal is a private agreement between one publisher and one buyer: which channels, what price, and for how long. The buyer is an advertiser, an agency for one of its advertisers, or an ad network. The other side accepts it, changes it or turns it down. Nothing is live until both sides have accepted the same version.

This article covers the whole conversation. To choose between the three deal types first, read Deal types.

How a deal moves

Every deal has a status. You see it on the Deals page and at the top of the deal.

Status	What it means	Who acts next
Draft	Saved but not sent. Only the side that wrote it can see it. A draft LtvAdx prepared for a publisher is the publisher's.	The author: Edit, Send or Discard
Proposed	Sent. It is waiting for one side, and the deal says which.	That side: accept, counter or decline
Active	Both sides accepted the same version.	An advertiser binds line items to it; an ad network's bidder bids on it
Paused	Either side stopped it. Nothing serves on it.	Either side can Resume
Completed	The end date passed.	Nobody
Rejected	The side whose turn it was declined.	Nobody. Start a new deal.
Cancelled	Withdrawn before it went live, or ended by either side (or LtvAdx) after.	Nobody
Expired	Nobody agreed before the end date.	Nobody

A few rules hold for every deal:

Both sides accept the same version. A counter-offer is a new version. The side that sends a version has accepted it, so the other side's answer decides.
Prices are per impression (CPM) in US dollars.
Only owners, admins and managers can propose, answer or change a deal. Other seats can read deals. See Team and seats.
LtvAdx does not accept for you. LtvAdx can see a deal and can end a live one. It can prepare a draft for a publisher, which the publisher reviews and sends itself. It never sends, accepts or agrees terms for either side.
Every step is kept in the deal's history, with who did it, the version, and any note.

What you fill in

The proposal form is the same for every deal and every side. Fields marked with a star are required.

Field	Notes
Deal type	Private auction, Preferred deal or Programmatic Guaranteed deal. It can't be changed once the deal exists.
Name	Optional. An empty name becomes a name made from the type, publisher and buyer.
Floor CPM ($) or Fixed CPM ($)	Floor for a private auction, fixed for the other two. Above $1,000 is refused.
Impressions	For a Programmatic Guaranteed deal only. At least 1,000.
Max ad length (sec)	Optional. Up to 300. Empty means any length.
Start and End	A deal runs for up to a year. It starts as today to 30 days from today.
Channels	At least one, at most 200, all from one publisher.
Platforms, Breaks, Countries	Optional. Empty means any. Countries are two-letter codes such as IN or AE.
Notes	Optional text for the other side.

Only a publisher's live, approved channels can be in a deal, and each must be verified as an authorized seller. A channel that isn't verified shows "not verified" in the list and can't be ticked. See Authorized sellers.

For publishers

Propose a deal to a buyer

Open Deals and select Propose a deal.
Under Sell to, choose An advertiser or An ad network.
Pick the Buyer or the Ad network. Advertisers are the active ones in your network. Each shows its brand domain with a tick, or "brand not verified", and the agency it works through if any. An unverified brand doesn't stop you proposing. An ad network with no bidder LtvAdx has approved shows "no approved bidder yet": you can agree a deal with it, but nothing carries the deal until it has one.
Choose the Deal type, set the price and dates, and tick the Channels the deal covers.
Select Send to propose it now, or Save draft to finish later. A draft is visible only to you.

The buyer's owners, admins and managers get an alert and an email. When the buyer accepts, the deal is Active.

An advertiser then creates a line item from it, and the deal's delivery shows on the deal: impressions, spend and, for a Programmatic Guaranteed deal, the share of the reserved impressions delivered.
An ad network needs no line item. While the deal is active, LtvAdx's bid requests for its channels to that ad network's own bidder carry the deal, even on channels where you have not ticked RTB Enabled. Its bids on the deal compete at the deal type's rank. Each billed impression its bidder wins on the deal is counted against the deal, so the deal shows its impressions, the spend at the bidder's prices and, for a Programmatic Guaranteed deal, the share of the reserved impressions delivered. Completions aren't shown, because the bidder serves its own ad. Once a Programmatic Guaranteed deal has delivered its reserved impressions, LtvAdx stops offering it to the bidder.

If LtvAdx prepared a draft for you, it is in your list with "Prepared for you by LtvAdx". Check it, select Edit to change it, then Send. LtvAdx never sends it for you.

You answer a buyer's request the same way as any other offer, see Answer an offer.

For advertisers

Request a deal from a publisher

Open Inventory, tick channels of one publisher and select Request a deal. This opens the form with the publisher and channels filled in.
Or open Deals, select Request a deal and pick the Publisher.
Choose the Deal type, set the price and dates, and check the Channels.
Select Send to propose it now, or Save draft to finish later.

The publisher's owners, admins and managers get an alert and an email. When the publisher accepts, the deal is Active. Open it and select Create line item from this deal. The line item takes the deal's type, price and flight, and serves only on the deal's channels. See Line items and targeting.

If your agency manages your account, your agency can also propose and answer deals for you, and it sees the same alerts.

For agencies

Request a deal for a client

Open Deals and select Request a deal.
Pick the client under For client, then the Publisher. You can only choose from the advertisers you manage.
Choose the Deal type, set the price and dates, and check the Channels.
Select Send to propose it now, or Save draft to finish later.

The deal belongs to your client. The publisher sees it as the client "via" your agency. Both you and your client's own owners, admins and managers can answer it.

The Deals page in the agency portal has no line item button. The line item that runs the deal belongs to the client, so it is created from the client's own advertiser account.

Your alerts name the client, for example "Acme: Deal offer waiting for you".

For ad networks

Deals sent to your ad network

Publishers send deals to your ad network. You don't start them. A new offer appears on Deals with a "Your move" tag, and your owners, admins and managers get an alert and an email.

Open the deal and check the price, flight and channels.
Answer it like any buyer: Accept, Counter-offer or Decline. See Answer an offer.
Once it is Active you can Pause, Resume, Propose change or Cancel deal.

While a deal is active, the bid requests LtvAdx sends your bidders on DSP seats for the deal's channels carry it in imp.pmp.deals, with its deal ID. To buy through it, bid with that ID in dealid:

A Preferred or Programmatic Guaranteed deal is sent at its fixed CPM. Bid at least that price. You are charged the fixed CPM.
A private auction is sent with its floor. Bid at least the floor. You are charged your bid.
A bid from a seat other than the deal's, or below the price, is refused.

A bid on a deal competes at the deal type's rank, ahead of open-auction demand. LtvAdx offers the deal only when it could win the break. You need an approved bidder for any of this: an ad network without one receives nothing.

The deal page does not count delivery per deal yet. Your bidder's wins and cleared value are on DSP seats and in RTB reports.

Answer an offer

When a deal is waiting for you, the Deals page shows a line such as "1 deal waiting for your answer", and the deal carries a "Your move" tag. You also get an alert.

Open the deal from the list. Check the price, flight, channels and the history.
Select Accept. The button shows the version, for example Accept v2.
Or select Counter-offer, change the terms, add a Note to the other side, and select Send counter-offer. The deal type is locked. Your counter becomes the next version and the move goes back to the other side.
Or select Decline. You can add a reason in the note box first. A declined deal is over: the status becomes Rejected and nobody can reopen it.

If you sent the latest offer and are waiting, you can select Withdraw offer. The deal is Cancelled.

If the terms changed while you were looking at them, accepting fails with "The terms changed (now version N), review them again". Open the deal again and read the new version.

Change a live deal

Either side can propose a change to an Active or Paused deal. The live terms keep serving until the other side accepts.

Open the deal and select Propose change.
Edit the price, dates, channels or other terms. The deal type can't change. Start a new deal for that.
Add a Note to the other side and select Propose change.
The other side sees "Change proposed by the publisher" (or "by the buyer") and chooses Accept change or Decline change.

Only one change can wait at a time. You can't take back a change you proposed: the other side answers it, or either side can cancel the deal. When a change is accepted the deal moves to the next version, and the buyer's line items on the deal take the new price, dates and, for a Programmatic Guaranteed deal, the new budget.

Pause, resume or cancel

Pause stops the deal serving. Either side can do it. Resume starts it again, unless its end date has passed.
Cancel deal ends a live deal for good. You must write a reason in the note box first, and the other side sees it.
Changes reach serving shortly after, not at the same instant.

What a live deal does

The buyer's line items bound to the deal, or an ad network's bids on it, rank ahead of open-auction demand. Deal types explains the order.
A line item serves only on the deal's channels, on its platforms, breaks and countries, inside its dates, and within its maximum ad length.
The publisher's brand-safety blocks still apply. A deal does not override them.
The deal needs the buyer's line item to be otherwise ready: an approved creative and order, and a funded wallet. See Line items and targeting.
If a channel stops being live or verified, it stops taking the deal's ads.

Alerts and emails

When a deal needs your answer you get an alert, "Deal offer waiting for you" for a new offer or counter-offer, and "Deal change waiting for you" for a proposed change. A publisher also gets "Deal draft prepared for you" when LtvAdx prepared a draft for it. It clears once you answer. Only owners, admins and managers receive these. The other side's owners, admins and managers also get an email at each step: a proposal, a counter, an acceptance, a decline, a pause and so on. The email goes to the other side, not to you, and its link opens your own account's Deals page. See Alerts.

If something goes wrong

What you see	What to do
"Your seat cannot negotiate deals"	Your seat is not an owner, admin or manager. Ask one of them, or see Team and seats.
"'Channel name' is not verified as an authorized seller (app-ads.txt) yet"	The publisher must finish verification first. See Authorized sellers.
"'Channel name' is not live"	The channel isn't approved and active. Remove it from the deal.
"A guaranteed deal reserves at least 1,000 impressions"	Raise the Impressions value.
"The deal's end date has passed"	Move End to a future date.
"Unknown buyer", "Unknown ad network" or "Unknown publisher"	The account isn't active, or sits in a different network.
"That ad network's account is not active"	The ad network is suspended or not yet approved.
"Say why the deal is cancelled"	Write the reason in the note box, then select Cancel deal again.

If the buyer says a line item isn't serving on an Active deal, check the line item's targeting check, which names the exact reason. See Line items and targeting.