In this Doc:
- Programmatic terms – what it is + definitions
- How to set up Proposal
- Line item set up
Programmatic Terms:
Programmatic Guaranteed (PG): This is what we set up which are guaranteed impressions. The creative is loaded/hosted at the agency end. All we need to do is set up the proposal. Programmatic (PG) Deal set up-20230615_153444-Meeting Recording.mp4
PMP: This is an open ended, no guaranteed volume or price deal set ups where bids are submitted by the market.
Seat ID: Buyer number to transact PG deals (agency to supply this)
Deal Naming Convention:
- PMP: NZME - Format type - Targeting - Platform - AdSize - PMP
- PD: Agency – Client – Campaign – Date – PD (Client only need if the deal is specific to an individual client)
- PG: Agency – Client – Campaign – Date - PG
How to set up PG Proposal:
- Agency will send you through a PG request via email
- Set up a Proposal in GAM:
- Set up proposal as per below screenshot
- Add Proposal
Set up Line Item:
- Standard normal tier - Usually this will always be Advertiser Provided
If the client is after Big Reveals or Skins/Pushdowns, we need to host the creative on NZME end, in that case, select Publisher Managed (Skin with MREC example below)
- Calculate the impression number by using CPM calculator + PG Rates:
- No bonus impressions
- Add in POS targeting, geo targeting, audience targeting and device targeting like normal
- REQUEST ACCEPTANCE: email client to say the PG deal has been set up
- If we write notes and re-accept Buyer's Acceptance due to an amendment in the order, GAM will erase the notes, so you'll need to copy/paste them back in.
How to set up PD Proposal:
- PD request are the same set up as PG, except the naming convention you use PD rather than PG.
- Rather than Standard-8, we use "Preferred Deal"
- Calculate the impression number by using CPM calculator + PD Rates:
- For Impression Estimated Quantity. I put in 1,000,000 impressions as this is an "Always On" format so it doesn't really matter, as long as there's a LOT of imps in this field for the client to use.
- Add in POS targeting, geo targeting, audience targeting and device targeting like normal
- REQUEST ACCEPTANCE: email client to say the PD deal has been set up
How to set up PMP Deals:
- Agency will send you through a PMP request via email
- Set up under Private Auctions:
- Here, navigate to the "Private Auctions" tab and find the size + Correct Target Audience you want to use (if there is not a correct target audience, you need to create one yourself):
- Once inside the "Auction room", you place the agency's seat ID under "Invite Buyers" as paste their Seat ID + correct CPM rate here. It should then show that a Buyer is creative with their Floor Price:
Can you run Web and In-app on the same line item?
You can run Programmatic Guaranteed (PG) and Preferred Deals (PD) for both display and In-app in one line item. To do this, you will need to create a new PG/ PD line item with Ad type: 'Display', select the expected creatives (native ad format as mentioned in this help center article) and add Delivery setting per your business requirement. Under the Inventory targeting picker, you will need to select the ad units where you want to serve the ads for both Display and In-app and save the line item.
Then, you should create ad tags for Display (GPT ad tags) and for In-app (Mobile ad tags) and share it with your developers. Once it is done, the PG or PD line item will serve for both web and app if there are ad requests from the ad units that are targeted in the proposal line item targeting picker.
The option to run a Private Auction (PA) deal for both display and In-app isn't available in Ad Manager. However, we welcome you to share your idea / feedback using this form and our Product Development team will check its feasibility for enablement. If there is a particular urgency for this feature, I recommend that you discuss the requirement with your Account Manager.