Google Support
support.google.com › admanager › answer › 7637485
Programmatic Guaranteed vs. Preferred Deals - Google Ad Manager Help
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.
Setupad
setupad.com › home › programmatic advertising › 4 types of programmatic deals: a comprehensive guide
4 Types of Programmatic Deals: A Comprehensive Guide
December 2, 2024 - Preferred deals involve advertisers negotiating prices for specific inventory without bidding. Programmatic guarantee ensures advertisers a fixed amount of inventory at a predetermined price, ensuring availability and predictability.
Pmp vs preferred deals
Preferred publisher sets a higher cpm but it’s fixed & in a priority tier above private auction. Publisher advantage is a fixed rate that would be higher than they’d get in private auction Buyer advantage buying at a fixed price vs against fluctuating floors. Publishers will have different priority settings but as an example it might look like: Direct & programmatic guaranteed (fixed price guaranteed inventory) Preferred (fixed price un guaranteed ) Private auction (floor price un guaranteed) Open market ( floor price un guaranteed ) I’d suggest a buyer to ask for both and testing win rates & ecpms More on reddit.com
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November 16, 2023understanding PMP options
I would say PMP are a way for publishers to package inventory at an agreed upon price directly with a buyer. Please note this does not block other open market advertisers from bidding on the publisher though. The three main types of deals are Private Auction, Preferred Deals, and Programmatic Guaranteed. You can Google some definitions of these deal types, but generally Private Auction = Floor price. Pub sets the minimum price for the auction and the buyer has the ability to bid up, use bidding algorithms, etc Preferred Deal = fixed price. Agreed upon price is the same for every impression. Programmatic Guaranteed = fixed price. Impressions and flight dates are also agreed upon. This is basically like running a direct buy, but through the programmatic pipes. Setting up a deal is facilitated by the pub in their SSP. You agree on the terms with the pub, then the pub will setup the deal in the SSP and send it to you in the TTD UI using your account’s Seat ID. This feature is standard in most SSPs. The problem with the pub you mention is that they are not using a full fledged SSP, they are only using Adsense, which doesn’t have this functionality. Taboola might. More on reddit.com
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October 10, 2024Preffered Deal vs Private Auction
Agree with hankiestpank. Illustration of his explanation here: http://marketingland.com/wp-content/ml-loads/2015/05/centro-private-marketplace-preferred-auction-deal-id-800x534.png More on reddit.com
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February 5, 2016Private Deals or OMP
I've seen an increasing trend of OE buying over preferred deals and private auctions. Makes me quite sad
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March 23, 2014Videos
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What is Preferred Deal? - YouTube
04:43
How Programmatic Guaranteed Deals Work in Streaming TV | Index ...
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Understanding the Types of Programmatic Deals in Streaming TV | ...
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Programmatic Guaranteed Deals and Preferred Deals in ...
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PMP & Programmatic Guaranteed Growing In Popularity With Buyers ...
Verve
verve.com › home › blog › back to basics: guide to programmatic deals
Back to Basics: Guide to programmatic deals
2 weeks ago - When an ad request comes through, the advertiser with a preferred deal has an opportunity to bid at the pre-negotiated fixed eCPM price in real time, before the inventory heads to open auction.
AppsFlyer
appsflyer.com › appsflyer homepage › preferred deals
What are preferred deals? | AppsFlyer mobile glossary
September 13, 2023 - However, with programmatic guaranteed, a publisher reserves ad inventory for a particular buyer. The publisher also guarantees a certain number of impressions in exchange for a fixed price.
Reddit
reddit.com › r/programmatic › pmp vs preferred deals
r/programmatic on Reddit: Pmp vs preferred deals
November 16, 2023 -
Hi everybody!
Can anyone help me with this? What are the advantages for advertisers and publishers when working with pmp vs preferred deals? I understand the difference between one and the other
I know that a PMP is RTB, a private auction while a preferred deal is programmatic direct with a fixed price without guaranteed inventory but what would be the advantage and disadvantage from one side to the other advertisers and publishers
Thx!
StackAdapt
stackadapt.com › resources › blog
Programmatic Guaranteed: How It Works and When to Use It
May 26, 2025 - Although both fall under the umbrella ... and preferred deals is that preferred deals give advertisers the first opportunity to purchase inventory from a publisher at a pre-negotiated price....
Taboola
taboola.com › home › marketing hub › guaranteed, pmp and direct: types of programmatic advertising deals explained
Guaranteed, PMP and Direct: Types of Programmatic Advertising Deals Explained
June 9, 2025 - Programmatic guaranteed occurs when a publisher and advertiser agree on a fixed — or guaranteed — CPM for a deal. Alternatively, a programmatic preferred deal happens when the publisher sets aside inventory for a particular price, but the ...
Delvify
activatepartner.com › types-of-programmatic-deals-a-guide
Types of Programmatic Deals: A Guide - Activate
August 15, 2023 - Preferred deals bypass the auctions and offer a buyer a fixed price to purchase inventory. Giving the buyer exclusive “first-look” access to inventory and guaranteeing a spot.
Doubleverify
pub.doubleverify.com › blog › programmatic-deal-types-explained
Programmatic Deal Types Explained
July 2, 2024 - More resource-intensive than RTB and PMP deals: Campaigns still require oversight to ensure complete delivery. Direct integration with publishers’ ad servers allow for real-time availability of impressions and direct line item insertion for trafficking. Creatives can be approved ahead of time to ensure quality UX. Also known as: Programmatic premium; automated guaranteed (differences explained below) and programmatic direct (usually an umbrella term for preferred and automated guaranteed, and sometimes PMPs) Participation: One buyer Ad Server Priority: Highest (same as manual direct deals)
Eskimi
eskimi.com › blog › programmatic-guaranteed
What Is Programmatic Guaranteed? How It Works & Why Use It
November 10, 2025 - As opposed to PMPs, with programmatic guaranteed the inventory is reserved for the specific advertiser. Preferred deals, as well as programmatic guaranteed, are a part of programmatic direct, which means that these deals also involve 1:1 negotiation ...
Reddit
reddit.com › r/programmatic › understanding pmp options
r/programmatic on Reddit: understanding PMP options
October 10, 2024 -
Hi, I'm very new to programmatic (have previously *bought* GDN, Google Search, Facebook and Taboola, but have virtually no experience on the publishing side).
I'm working with a publisher that currently receives about 30M monthly organic pageviews and is only running Adsense and Taboola for monetization. They are fairly brand sensitive and want to move to a white list of advertisers with direct relationships. My understanding is that this is called a "private marketplace" and that big DSPs like The Trade Desk support this use case, where basically all the parties involved create "Deal" entries and then the whole thing is configured to run an auction where only the invited advertisers get to participate.
However, I'm really very ignorant as to how a publisher would even go about arranging something like this and what the options are (especially if there are companies smaller than The Trade Desk that are easier to work with for this kind of problem, or what kind of minimum requirements are needed in terms of volume to be eligible). The important thing from the publisher side is that they want to be able to have an invited whitelist of advertisers (but none of the publishing networks I'm familiar with, like Taboola, seem to offer this option, it's all just an open auction).
Can anyone give me a high level overview how to approach this problem? I'm familiar with how to create and run buyside campaigns, but I'm really out of my depth here.
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I would say PMP are a way for publishers to package inventory at an agreed upon price directly with a buyer. Please note this does not block other open market advertisers from bidding on the publisher though. The three main types of deals are Private Auction, Preferred Deals, and Programmatic Guaranteed. You can Google some definitions of these deal types, but generally Private Auction = Floor price. Pub sets the minimum price for the auction and the buyer has the ability to bid up, use bidding algorithms, etc Preferred Deal = fixed price. Agreed upon price is the same for every impression. Programmatic Guaranteed = fixed price. Impressions and flight dates are also agreed upon. This is basically like running a direct buy, but through the programmatic pipes. Setting up a deal is facilitated by the pub in their SSP. You agree on the terms with the pub, then the pub will setup the deal in the SSP and send it to you in the TTD UI using your account’s Seat ID. This feature is standard in most SSPs. The problem with the pub you mention is that they are not using a full fledged SSP, they are only using Adsense, which doesn’t have this functionality. Taboola might.
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Are you looking for advice on how to guide the publisher (supplier) on how to setup PMP deals? Or are you more curious how the relationship works between a publisher and buyer in terms of PMP deals? If you’re trying to figure out the former, r/adops will probably be a better source for you. If the latter, then I can help.
DataBeat
databeat.io › home › knowledge base › comparison of pg and pd
Programmatic Guaranteed vs. Preferred Deals - DataBeat
January 15, 2025 - Preferred Deals are another type of programmatic advertising deal that allows advertisers to purchase premium inventory from publishers at a fixed price. In a PD deal, the advertiser gets priority access to the publisher’s inventory before ...
AdPushup
adpushup.com › blog › programmatic › 4 programmatic deal types: when and why to use each
What Are the 4 Types of Programmatic Deals? A No-Fluff Breakdown
May 27, 2025 - Preferred Deals offer a first-look fixed-price option for a single buyer, which is great for targeted demand but carries fill-rate risk. Programmatic Guaranteed secures guaranteed impressions at a negotiated price—ideal for high-value placements ...
PubGalaxy
pubgalaxy.com › blog › ad-tech › preferred-deals-what-are-they-pros-cons-and-differences-with-other-programmatic-direct-deals
Preferred Deals: What are they, pros, cons, and differences with other Programmatic Direct deals - PubGalaxy
December 1, 2021 - But there are some significant differences as well. First, Preferred Deals do not entail a guarantee for buying the inventory, the advertiser can choose to back out once they get their first look.
A-Ads
publishergrowth.com › blog-details › programmatic-guaranteed-vs-preferred-deals-key-differences
Programmatic Guaranteed vs Preferred Deals: Key Differences
In such deals, the buyer and seller come to 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.
War Room Inc
warroominc.com › institute-library › blog › programmatic-guaranteed-vs-preferred-deals
Programmatic Guaranteed vs Preferred Deals
November 7, 2022 - Here’s a quick summary: Programmatic Guaranteed: Ad publishers can guarantee to serve a certain amount of impressions. Preferred Deals: There are no guarantees on impression volumes.
Google Ad Manager
admanager.google.com › home › resources › feature-brief-programmatic-guaranteed
Modernize your direct deals with Programmatic Guaranteed
A report by the Boston Consulting Group found that publishers and agencies/advertisers save 57% and 29% more time, respectively, when using Programmatic Guaranteed deals versus traditional reservations, while still maintaining the same level of control over their campaigns.
Index Exchange
indexexchange.com › home › index explains › understanding the types of programmatic deals in streaming tv
Understanding the Types of Programmatic Deals in Streaming TV
April 7, 2025 - These are guaranteed buys between ... two parties. Preferred deals, sometimes called programmatic non-guaranteed, are also one-to-one deals where a media owner offers specific inventory to a buyer at a set price....
Think with Google
thinkwithgoogle.com › _qs › documents › 717 › canadian-buyers-guide-to-programmatic-direct.pdf pdf
1 The buyer's guide to Programmatic Direct
Programmatic Direct deals including · Programmatic Guaranteed, Preferred · Deals, and Private Auctions. Review your media needs and · select the right deal type. Depending on your marketing · objectives, you may want to purchase · guaranteed impressions or only ·
Blockthrough
blockthrough.com › blog › guide-to-the-4-programmatic-deal-types
A publisher’s guide to the 4 programmatic deal types – Blockthrough
October 22, 2021 - Unlike a Programmatic Guaranteed deal, an advertiser is not obligated to bid on your inventory in a PMP or Preferred Deal.