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?
Top answer 1 of 5
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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!
Ad
blog.ad.plus › private-auction-vs-preferred-deal
Private Auction vs Preferred Deal
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.
Videos
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 - Private auctions are similar but exclusive, allowing only invited advertisers to bid on specific inventory. Preferred deals involve advertisers negotiating prices for specific inventory without bidding.
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.
A-Ads
publishergrowth.com › blog-details › preferred-deals-vs-private-auctions-key-differences
Preferred Deals vs Private Auctions: Key Differences
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.
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
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.
AdPushup
adpushup.com › blog › programmatic › 4 programmatic deal types: when and why to use each
4 Programmatic Deal Types: When and Why to Use Each
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.
Google Support
support.google.com › authorizedbuyers › answer › 3081011
Private Auction FAQ - Authorized Buyers Help
Inventory sold through a Preferred Deal goes to the single participating buyer, as long as the buyer bids at or above the negotiated fixed price. If the buyer’s bid is above the fixed price, the buyer still pays only the fixed price. The inventory clears to the highest net bidder who bids ...
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.
Equativ
help.equativ.com › create-private-auction-and-preferred-deal-new-workflow
Create private auction and preferred deal (new workflow) - Equativ
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.
Verve
verve.com › home › blog › back to basics: guide to programmatic deals
Back to Basics: Guide to programmatic deals
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.
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....
Smaato
smaato.com › home › a guide to understanding programmatic deals
Programmatic Deals - A Guide to Understanding Key Types | Smaato
March 18, 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 a marketer.
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)
Google Support
support.google.com › authorizedbuyers › answer › 2839853
Private Auctions overview - Authorized Buyers Help
Private Auctions make a portion ... winners of impressions are determined using the auction model. If an impression qualifies for a Preferred Deal, the buyer gets the impression at the Preferred Deal price....
MonetizeMore
monetizemore.com › blog › private-auctions-and-preferred-deals-updates
3 Updates you MISSED on Private Auctions & Preferred Deals
December 4, 2024 - In 2024, there has been a significant increase in take-private deals, with private equity firms actively seeking investment opportunities in the ad tech space. This trend indicates a growing interest in acquiring companies that can offer innovative solutions and access to premium inventory, reflecting the industry’s shift towards consolidation and strategic partnerships. Publishers are strategically leveraging Private Auctions and Preferred Deals to offer premium inventory to select buyers.
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!
MonetizeMore
monetizemore.com › blog › private-marketplace-preferred-deals-explained
Private Marketplace or Preferred Deals Explained
April 10, 2024 - This article will answer some of ... marketplaces. Preferred deals are a more flexible option for negotiating a price with a specific advertiser but with less control over who else might see the ad space....
Reddit
reddit.com › r/adops › preferred deals, private auctions, and the waterfall
r/adops on Reddit: Preferred Deals, Private Auctions, and the Waterfall
August 16, 2018 -
Can someone explain how preferred deals and private auctions compete with direct sold display deals, header bidding, and the open auction in the waterfall?
Top answer 1 of 2
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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
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Preferred Deals take priority over all header bidding price priority line items (along with any "Waterfall" line items at price priority) as well as the open auction. Direct campaigns running at price priority will also be prioritized AFTER preferred deals.