How to Create Preferred Deals: Best Practices for Publishers

In 2010, Google launched Dynamic Allocation integration between DFP and AdX to enable publishers to backfill unsold inventories. Publishers are able to monetize every single impression that comes along resulting in better revenue returns. The CPMs delivered may be low or high – publishers basically did not have full control.
In 2012, First look deals, used to be called “Direct deals”, now called Preferred deals were initiated shaping the whole publisher population to think differently.

This breakthrough gave publishers more control over their inventory from pricing to choosing who are the buyers that can directly buy or not buy via AdX. Preferred deals offer inventory to buyers at a fixed, pre-negotiated price before the inventory is made available to other buyers in the general auction.
This creates a win-win situation for both the publishers and the buyers alike.

How? This means that publishers get a higher yield for inventories they’re trying to sell; while buyers are able to filter out the best possible placement that can give them more ROI through choices of demographics and volume. Despite the awesome benefits, not a lot has explored the functionality up to now. It could be due to lack of time to explore it, or the fact that we have very limited resources available on the web for publishers to try it on the get-go.

Our goal is to provide you the necessary information in the simplest form. Let’s put it into 5 simple steps:

Step 1: Segment ATF and BTF AdX Tags

Advertisers are willing to pay premiums for placements they want. Giving them details “100K US impressions/day, 60% ATF and 40% BTF” can probably land you good offers but way better ones if you say “60K impression/ day ATF”. So start cleaning up your AdX inventories now.

Step 2: Create your Preferred Deals profile in your AdX Account

Under Deals, click on the gear icon to locate the Publisher profiles option and choose a New profile. You need to provide your site description, the tag sizes you are running and whether you have a RON or ROS on your inventory segment. You will also have to include your weekly unique visits and weekly requests volume including your top geos and traffic sources.

new profile

Step 3: Create a New Offer

State the name of your offer and affix your first look price. It is always best to go back to your Query tool reports and find out how much you are earning for the said country on your premium ATF placements for you to decide the best possible rate to negotiate.

Your terms have to state how much volume you are getting per day or per week, so advertisers have a clear idea of how much you can offer. These four items below should be the most important things to include when creating an offer:

  • Total Volume
  • Placements and Sizes
  • Audience and Demographics
  • Blocking Restrictions

blocking restrictions

There are two offer types of deals that you can choose from: Open deal means you are making your offer visible to all possible buyers; while a Direct deal is meant only for a specific advertiser.

There are advertisers who would like to buy your inventory from AdX as opposed to doing Direct deals with you so this is what you should choose if that happens. They will be needing the Preferred deal ID which you can get if you click on Show Changelog.

preferred deal

Do not forget to add in the specific ad units where you would want them to bid, the sizes and the start date. It’s always best to put your contact email address so you don’t miss on new offers. When done, simply click Save.

targeting

Step 4: Be ready to negotiate

Offers will go directly to AdX and will show up under the Negotiation Awaiting Review. It’s as simple as managing an email negotiation only through AdX. Buyers may haggle or ask for a specific volume. The success of the deal is dependent on how good you are able to bargain or how bad they want that premium placement or volume.

When everything is finalized you can opt-in and hit the Finalize button at the bottom of the page. Do not forget to set an end date if you have agreed on any.

awaiting review screenshot

The deal is not finalized until you hit that “Finalize” So, be wary. You can also propose changes even after you have finalized everything but the advertiser will be asked to accept before it starts officially.

Here’s Google’s guide to negotiating: https://support.google.com/adxseller/answer/2548035?hl=en.

Step 5: Monitor Performance

Always, always do. If the demand is pretty high up for the premium placements, then you can demand better prices for the new offers that will come along.
For more information about offering deals to buyers, check out: https://support.google.com/adxseller/answer/2689064?hl=en&ref_topic=2808527

MonetizeMore is helping publishers get the best out of their inventories by educating them about the latest features in Doubleclick Ad Exchange. If you have any questions about this topic, contact us here.

We can also sign you up for FREE to Ad Exchange – the best version of Adsense.


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Kean Graham

CEO and Founder at MonetizeMore

Kean is the resident expert in Ad Optimization covering areas like AdSense Optimization, DFP Management, and third-party ad network partnerships. Kean believes in the supremacy of direct publisher deals and holistic optimization as keys to effective and consistent ad revenue increases.

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1 Comment

  1. Polak

    Hi!

    even I’ve set up a lot of deals and auctions and offered to potential advertisers (those who make more First Look requests), I have almost never got results.
    What percentage of offers usually get responses?
    Thanks!

    Reply

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