Review each of the four use cases and determine which deal type is best suited for their client scenario.

Case 1

Claire: Luca, take a look at this customer brief. These are their requirements:

  • They want high priority access to inventory, as opposed to your traditional private auction.
  • They want to be able to customize their media buy with a publisher that has unique audience reach tools, formats and pricing. 
  • They also want the option to skip impressions based on Display & Video 360 audience reach. Remember the price is fixed, but the ability to skip impressions in this way is an option.

Which deal type do you think is best for them?

(A) Preferred Deal

(B) Programmatic Guaranteed

(C) Tag Guaranteed

(D) Private Auction

Reason – Preferred Deals are a Non-guaranteed deal type. Also note, negotiation is required to agree on segmentation and pricing.

Case 2

Claire: Luca, take a look at another customer brief. Based on these requirements, what would you suggest:

  • The customer wants the ability to measure and report on all reserved inventory through the Display & Video 360 interface.
  • The customer is moving forward with a Display & Video 360 media consolidation strategy and needs to guarantee media with non-Google Ad Manager publishers.
  • They want the opportunity to cap RTB exposure based on total insertion order frequency (including Programmatic and Tag Guaranteed media).

Which deal type do you think is best for them?

(A) Preferred Deal

(B) Tag Guaranteed

(C) Private Auction

(D) Programmatic Guaranteed

Reason – Tag Guaranteed is a guaranteed deal type.

Case 3

Claire: Luca, take a look at this customer brief.

Requirements:

  • The customer wants to access pre-packaged publisher inventory for categories, data segments, and Viewability.
  • The customer wants an option to skip impressions based on Display & Video 360 audience reach.
  • The customer needs a quick turnaround time with little efforts and no negotiation lag.

Which deal type do you think is best for them?

(A) Programmatic Guaranteed

(B) Private Auction

(C) Preferred Deal

(D) Tag Guaranteed

Reason – Private Auction is a non-guaranteed deal type. In most cases, there’s higher priority over the Open Auction, but you still have the option to skip impressions based on your Display & Video 360 targeting. Also note, Private Auction deals for general publisher categories are mostly pre-established.

Case 4

Claire: OK, last customer. Here are their requirements:

  • The customer wants to reach the publisher’s most premium inventory that is scarce in open auction and other deal types (e.g. Connected TV, video, or custom creative inventory).
  • The customer wants to completely customize a deal with a publisher that has unique audience reach requirements and pricing. They would like a floor for negotiations.
  • The customer wants to be able to reserve and purchase impressions upfront with the publisher.
  • Finally, the customer wants to be able to use advanced features like  Programmatic deals with additional audience reach integration or campaign level frequency management. 

Which deal type do you think is best for them?

(A) Tag Guaranteed

(B) Programmatic Guaranteed

(C) Private Auction

(D) Preferred Deal

Reason – Programmatic Guaranteed deals allows you to make deals on a one-to-one basis. Impressions are reserved and purchased on a fixed CPM. Additional benefits include the ability to manage frequency at the campaign level and integrating customer data to reach users and deliver more relevant ads.

Conclusion

This question is from the “Get to Know Deals in Display & Video 360” lesson from the Build Your Media Strategy with Display & Video 360 course.

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