Ad
blog.ad.plus › private-auction-vs-preferred-deal
Private Auction vs Preferred Deal
March 4, 2023 - In contrast, preferred deals provide advertisers with a guaranteed number of ad impressions at a fixed price, giving them more control over their ad placements and budget. Another significant difference between private auctions and preferred deals is the type of inventory that is available.
Reddit
reddit.com › r/adops › preffered deal vs private auction
r/adops on Reddit: Preffered Deal vs Private Auction
February 5, 2016 -
What is the difference between an a Preferred Deal vs Private Auction on Adx?
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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
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our industry generates way too much jargon, and hence this confusion. ignore the names and focus on the buying models: one to one: one buyer, one publisher selling one specific package of inventory for an agreed-upon price. no fill commitment you will hear the terms 'preferred deal', 'programmatic preferred', or 'programmatic premium', 'automated premium', 'automated preferred', or some other verbose description, for this one-to-one buying model one to many: one publisher, multiple buyers, each buying one specific package of inventory for an agreed upon price. no fill commitment this is most commonly referred to as 'private auction', or some other fancy term one to one, with fill commitment: one publisher, one buyer, buying a specific package of inventory for a fixed price WITH a fixed fill commitment, e.g. 100% or 50%. this one-to-one with a fixed price & fill commitment is most commonly known as programmatic guaranteed, private guaranteed, or something similar. hope this helpful!
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, 2023Preffered 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, 2016Preferred Deals, Private Auctions, and the Waterfall
everything pretty much operates in a waterfall (even header bidding) and CPM is pretty much the competing point across everything (and sometimes publisher politics :) ). Direct sold generally sits above everything and will get the first look either because it's the higher CPM or part of the deal structure with the buyer that they get first look. Preferred deals are similar to direct sold whereby someone agrees to buy X impressions at Y cpm with the exchange being the place where the deal is brokered vs humans hashing it out. A preferred deal can (at times) have a higher CPM than the direct sold and will go ahead of the direct sold) Private auctions would be where a publisher sets a certain amount of inventory (generally higher up in the fall) available in exchange and only allows a small number of buyers bid on it and most times there's floor price set that's higher than the cost in the open exchange because the inventory is perceived to be more valuable Header bidding is suppose to create better competition and eliminate waterfalls but the waterfall part is only partially true in a lot of cases - the inventory sent to the exchange has already participated in a waterfall set by the publisher within their adserver. They have already said "this piece of inventory is priority 1 for direct sold, this is priority 2 and for preferred deals, etc..." all the way until it gets to a prioritization assignment for the exchanges and then that goes to the exchanges and the header bidding will do it's thing and try to find the best price for everyone. Hope this helps More on reddit.com
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August 16, 2018Optimized Private Auctions
I do not like this option if you are referring to Open Auction Buyer Optimization, which lets open auction compete against private. It can get some incremental revenue but defeats the purpose of private, no? We had a buyer who was unhappy that we had this option checked...it was my fault because I did not notice it was enabled by default. More on reddit.com
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February 3, 2017Videos
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 - On the other hand, the private ... maintaining a decent yield. The preferred deal offers a fixed CPM, exclusive inventory preview, and direct negotiation between publishers and advertisers....
Google Support
support.google.com › admanager › answer › 2805834
Transaction types - Google Ad Manager Help
Preferred Deals, Private Auctions, Programmatic Guaranteed, and Marketplace Packages (Beta) are managed via the Deals interface. A deal ID is associated with these transaction types.
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 - Under Preferred deals, the buyers get priority and exclusive access to inventory, at the cost of a pre-negotiated fixed price, before you make it available to everyone else in private and then open auctions.
Choozle
help.choozle.com › knowledge base › targeting tactics › additional details
Open Marketplace vs Private Marketplace vs Programmatic Guaranteed
In some cases, publishers may allow ... will win the impressions. Programmatic Guaranteed, Programmatic Direct, or Preferred deal is an option that bypasses auctions completely....
AppsFlyer
appsflyer.com › appsflyer homepage › preferred deals
What are preferred deals? | AppsFlyer mobile glossary
September 13, 2023 - Unlike an open auction, preferred deals don’t give advertisers a benchmark for the price of an inventory. That makes it crucial to assess the publisher’s credibility and trustworthiness before negotiating the price. Lastly, it’s up to advertisers to find the right publisher whose audience aligns with their target demographic. That makes the process more complex and time-consuming. Both preferred deals and private auctions let publishers invite advertisers to buy their inventory, often leading advertisers to believe that they’re the same model.
Verve
verve.com › home › blog › back to basics: guide to programmatic deals
Back to Basics: Guide to programmatic deals
2 weeks ago - Inventory is not guaranteed. Also known as: unreserved fixed rate, programmatic non-guaranteed · A preferred deal is a private, 1:1 relationship between a publisher and an advertiser.
Equativ
help.equativ.com › create-private-auction-and-preferred-deal-new-workflow
Create private auction and preferred deal (new workflow) - Equativ
October 17, 2025 - Private auction - a deal for a limited set of buyers where eligible impressions are purchased via first-price auction with a set floor price. Preferred deal - a fixed-price agreement with one or more buyers.
Mgid
mgid.com › home › blog › advertisers › not quite guaranteed, not quite auction: meet preferred deals
Not Quite Guaranteed, Not Quite Auction: Meet Preferred Deals
July 18, 2025 - If they skip, the impression goes to a private marketplace or the open auction, where other advertisers can bid on it. There are many misconceptions around preferred deals, partly because they sit somewhere between open auctions and guaranteed buys.
Smaato
smaato.com › home › we give you the controls. you create the experience. › a guide to understanding programmatic deals
Programmatic Deals - A Guide to Understanding Key Types
October 28, 2025 - Inventory is not guaranteed. Also known as: unreserved fixed rate, programmatic non-guaranteed · A preferred deal is a private, 1:1 relationship between a publisher and an advertiser.
A-Ads
publishergrowth.com › blog-details › preferred-deals-vs-private-auctions-key-differences
Preferred Deals vs Private Auctions: Key Differences
March 26, 2023 - So, you need to have a number of preferred deals against your inventory to protect the same and slowly optimize it for your gain. On the other hand, private auctions require less effort from the sales team in terms of contacting the buyers, onboarding them, and finalizing the deals.
Lotame
lotame.com › home › understanding private marketplace programmatic: a comprehensive guide
Guide to Private Marketplace Programmatic
May 20, 2025 - Let’s take a look at the 4 main types of PMP deals: Definition: Preferred deals, also known as “right of first refusal” deals, give certain advertisers the ability to buy premium ad space through the open market at a predetermined price.
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 - With Private Auctions, on the other hand, there are no direct negotiations, and the winner is chosen based on price bid. Buyers don’t get a first look with private auctions and the deal has a lower priority in the ad server.
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 - The buyer has the first chance to bid on the opportunity at the agreed-upon price before it moves to a wider auction. Private auctions are private marketplaces, or PMPs, where a media owner invites an exclusive group of buyers to participate.
Mega Digital
megadigital.ai › https://megadigital.ai/ › blog › paid search advertising › 4 types of programmatic advertising: which is best for you?
4 Types of Programmatic Advertising: Which is Best for You?
February 28, 2025 - For instance, a sports news website offers a Preferred Deal to Nike during major football matches. Nike previews the available ad slots and agrees When a football match article goes live, Nike gets the first opportunity to place a bid. However, if Nike chooses not to bid, the ad slot moves to a private or open auction for other advertisers.
Amazon Ads
advertising.amazon.com › resources › whats-new › activate-programmatic-deals-fasterusing-new-deals-widget
Activate your programmatic deals faster by using the new deals widget | Amazon Ads
December 19, 2023 - The new deals widget enables customers to activate deals of all types (preferred deals, private auction, programmatic guaranteed) using a single experience on Amazon DSP.
War Room Inc
warroominc.com › institute-library › blog › programmatic-direct-vs-real-time-bidding
Programmatic direct vs RTB (real-time bidding) ads explained
August 18, 2025 - It means the inventory price is set, but the amount is not guaranteed. This is quite similar to how a private marketplace works, and advertisers get access to first looks before an agreement is struck.
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!
Smartadserver
help.smartadserver.com › articles › Knowledge › Private-auctions-direct-deals-and-guaranteed-deals
Private auctions and preferred deals (legacy workflow)
You can use keyword group targeting if you have set them up before under Inventory > Keyword groups (the setup is explained in section "Keyword groups" here)