Private Auctions and Preferred Deals Updates

Ad Optimization
Last updated: September 18, 2019 | by Kean Graham

This post was most recently updated on September 18th, 2019

There’s been an important update to Private Auctions and Preferred Deals in DoubleClick For Publishers! Now, an email field can be added to deals. When you do so, notifications of new offers and negotiations will be sent not only to the account-level email address but also to the deal-level email address. For each negotiation or finalized deal, a deal-level email address can be added for all deal-specific notifications.

Here’s how to view or edit your account-level email addresses:

  1. Click the gear icon in the upper right corner to go to the Settings page.
  2. Enter one or more email addresses in the “Preferred email address” field.
  3. Save.

The methodology is slightly different when adding deal-level email addresses:

  1. Click an offer, negotiation or finalized the deal.
  2. Click “Edit deal emails”
  3. Enter one or more email addresses where DFP will send notifications for this offer or deal.
  4. Save.

So why would you ever want to do this? Well, in some situations, you might have a different person managing a deal than the person who runs the DFP account. In that situation, you want all notifications to go to that person instead of the typical DFP handler.

Another new update: Publishers can now use DMPs to integrate first-party data into deals on top of the existing first-party data from DFP Audience user segments. This means that you can tweak the data for deals on a per-deal basis as you learn new information. Google is integrated with various data management platforms (DMPs) to integrate with DoubleClick products. Segments for these DMPs are currently created and managed either via DoubleClick for Publishers (DFP) integration or a third-party data management platform (DMP), but now you can manage them manually. For further info, reach out to your Account Manager.

Improved auction behavior

What has changed in DFP auctions? From now on, bids lower than the minimum CPM are not considered for Preferred Deals and Private Auctions but are instead now entered in the open auction. An optional deal_id field has been added to the bid response in order to allow buyers to choose which deal they want to respond to (this is in case of multiple requests for a single impression).

Publishers still maintain the ability to block buyers from the open auction by setting the buyer-specific minimum CPM equal to the deal price.

What’s staying the same?

Existing deals will continue to function. Prior to having it on open auction, Preferred Deals and Private Auctions inventory can be accessed only by invited buyers — this is the same behavior as before. Publishers do not need to change anything if they want to give buyers a second chance to purchase their inventory.

For help managing your ad inventory and improving your sell-through rates, contact us today. We’d love to help you increase your ad monetization rates by 25-50%, as we have with other clients. Let us help you manage your DFP dashboard to increase your ad revenue so you can stop leaving money on the table.

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