Understanding Programmatic Direct Deals
What is Programmatic Direct?
Programmatic Direct refers to an automated method for executing direct deals between publishers and buyers. This system allows publishers to sell premium inventory to selected buyers, facilitating negotiations on campaign terms via platforms like Google Ad Manager (GAM).
Types of Programmatic Direct Deals
There are two main categories of programmatic direct deals:
- Programmatic Guaranteed: This involves negotiating a fixed price for guaranteed ad space, ensuring that the buyer must purchase the designated inventory at the agreed price.
- Preferred Deal: In this scenario, a buyer negotiates a fixed price but is not obligated to purchase the ad space, allowing for more flexibility in inventory management.
Setting Up Programmatic Direct in Google Ad Manager
Step 1: Activate Programmatic Direct
To initiate the setup, an administrator must enable Programmatic Direct in GAM. Follow these steps:
- Navigate to Admin > Global Settings > Features.
- Toggle on Programmatic Direct.
- Click Save.
Step 2: Configure Inventory Type
Next, define the inventory type that indicates the format and medium of ads offered (e.g., display, mobile app, video). This setting aids your sales team during negotiations and can be set under Admin > Global Settings.
Step 3: Establish Publisher Profiles
Create publisher profiles to represent your network’s inventory effectively. This is done by:
- Going to Sales > Deal Settings.
- Clicking on Publisher Profile.
- Selecting New Profile and filling out the required information.
Permissions and Roles Management
Ensuring Proper Permissions
It is crucial to assign appropriate roles and permissions within your Ad Manager network to facilitate proposal viewing and negotiation. You can either assign default roles such as Sales Representative or customize existing roles with necessary permissions.
Optimizing Programmatic Direct Deals
Tips for Effective Optimization
To attract high-paying direct deals, consider the following optimization strategies:
- Enhance Viewability: Aim for a viewability rate above 70% by delivering quality content and utilizing various ad formats.
- Improve User Experience: Implement good UX practices to make your site more appealing to buyers.
The Benefits of Programmatic Direct Deals
Programmatic Direct simplifies the sales process by automating negotiations and reducing human error. It also streamlines billing, impression tracking, and creative management, making it an efficient choice for publishers looking to maximize their revenue potential through direct deals.