In this article
This document describes how you can create deal IDs in Google Ad Manager for cohorts connected in your Permutive project and how you can make them available to advertisers.
Overview
Permutive takes a cohort approach for audience targeting which means Cohort IDs are attached to the bid request. This allows for better protection of publisher data, user privacy and enables targeting for the anonymous web. In order to make these cohort IDs targetable to the buy-side, we need to map them to a deal ID.
Creating A Proposal
In your GAM account:
- Click Sales and then Proposals
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Enter the name of the Proposal. As best practice, please name the Proposal in accordance with the new cohort deal opportunity naming convention format stated below:
- Format: Publisher Name - Permutive - Advertiser Name - Agency Name
- Example: Publisher - Permutive - Orange - MediaAgent
- Select Buyer - Refer to your Connections tab for buyer details and the Buyer Seat ID.
- Select Currency - Refer to the campaign brief for details.
Creating Proposal/Deal Line Item
- Click add Proposal Line Item
- Select Display or Video or Audio (depending on the campaign brief)
Creating Display Line Item
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- Click add Proposal Line Item
- Select standard and then select Display ad.
- Name: We recommend the following structure for the deal line item name "Publisher Name - Permutive - Advertiser Name - Cohort Name"
- Line item type: Preferred Deal. The inventory type should be pre-selected as specified on briefing information.
- Expected creatives: Select sizes based on the campaign brief.
- Additional settings: Leave blank.
- Delivery settings: We request that you enter the start date as the same day you are setting up the deal - this enables bid request troubleshooting ahead of the briefed launch date. We also request you set the latest possible end date - this allows for deal reactivation across multiple campaigns.
- Rate: CPM rate based on campaign brief. Up to your discretion.
- Ad Targeting:
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- Inventory - Run of Network unless specified.
- Custom targeting - [Insert Specified Permutive key Value]
- Geographies - Select based on the brief.
- All other measures should be left the same.
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Click Save.
Creating Video Line Item
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- Select Video or Audio ad
- The ad type should have defaulted TO Video or Audio
- Name - We recommend the following structure for the deal line item name "Permutive - {Agency Name} - {Advertiser Name} - {Cohort Name}".
- Line Item Type: Preferred deal.
- Inventory type: Select based on the campaign brief. Either in-stream video and audio, mobile in-app out-stream video, display out-stream video
- Expected creatives: Select sizes based on the campaign brief.
- Additional settings: Leave blank.
- Delivery settings: We request that you enter the start date as the same day you are setting up the deal - this enables bid request troubleshooting ahead of the briefed launch date. We also request you set the latest possible end date - this allows for deal reactivation across multiple campaigns.
- Rate: CPM rate based on campaign brief. Up to your discretion.
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Ad targeting:
- Video content - All video content
- Video position - All video position
- Inventory - Run of network
- Customised targeting - Search and select targeting value for the cohort you are creating a deal for. The targeting value can be found in your Advertiser connection. Once selecting the targeting value, the customised targeting section should look like this:
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- Geography - All geographies
- Mobile application - All mobile applications
- Device category - All device categories
- Leave all other sections as the default option.
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Click ‘Save’.
Invite the buyer to accept your Proposal
Per GAM guidelines, a request for deal acceptance is a formal offer and can only ever originate from you, the seller. When you send your Proposal through by clicking 'Request Acceptance', the specified buyer seat set when you create the Proposal is the only party who can formally accept the preferred deal.
Request acceptance only if your setup details of proposal are confirmed and you're ready to close the deal. Once accepted, the proposal is sold and Ad Manager duplicates the settings and targeting from the proposal and its proposal line items into a corresponding order and line items for delivery.
For next steps for sharing the Proposal and Line Item IDs with your connected Advertiser, please view this article linked here.
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