Overview of deal types of Google Ad Manager

Preferred Deal

A Preferred Deal allows you to offer buyers inventory at a specific negotiated price (minimum CPM) and terms for the inventory. However, there’s no contractual agreement in a Preferred Deal, so you’re not obligated to reserve this inventory for the buyer (i.e., you can sell it to another buyer if you get a higher price), and the buyer isn’t obligated to purchase all the inventory.

Private Auction

In a private auction, a group of select buyers bid for your available inventory.

Open Auction

In an open auction, any buyer can bid on your available inventory. There’s no guarantee that your inventory will sell and no guarantee of impressions.

Programmatic Guaranteed

A Programmatic Guaranteed deal allows you to offer buyers inventory that is reserved, or guaranteed, for that buyer at a specific negotiated price. In Programmatic Guaranteed deals, there’s an agreement between seller and buyer. You can offer buyers standard CPM or sponsorship CPD (cost per day).

Traditional Reservations

A traditional reservation reserves inventory for a specific buyer while getting a spend commitment from that buyer.