Display and Native
DV360 image, HTML5 and native ads on the open web, run with exchange selection, viewability thresholds and third-party verification.
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DV360 buying model
DV360 Deals: PMP, Preferred Deals and Programmatic Guaranteed
In DV360, the same publisher's inventory can be bought four ways: open auction, private auction (PMP), preferred deal and Programmatic Guaranteed. The differences come down to whether the price is fixed, whether volume is guaranteed and who gets first look at the inventory. The deal type we choose decides how predictable the campaign will be and how much room we keep to negotiate with the publisher.
Purpose and appearance
What do we use this format for?
We use programmatic deals when a brand needs to appear on specific publishers, on specific dates and at a predictable price. They secure inventory for launches and major media moments, reduce open auction quality issues by working with selected publishers, and make premium YouTube inventory plannable. We choose the deal type based on how much flexibility the campaign needs.
Funnel stages it serves
- Awareness
- Consideration
- Conversion
- Loyalty
Open auction vs PMP vs preferred deal vs Programmatic Guaranteed
If no inventory source is selected for a line item, DV360 bids in the open auction on every enabled exchange. Deals, on the other hand, only come into play once the deal itself or a deal group is added to targeting. Switching off an exchange for open auction does not block private deals on that same exchange; this distinction is often confused during setup.
- Open auction: Open to everyone, price set in the auction, no guarantee. It delivers scale, and quality control depends entirely on our exclusion settings.
- Private auction (PMP): The publisher sets a floor price for selected buyers, who compete above that floor. No inventory guarantee.
- Preferred deal: Fixed CPM, no guarantee. The buyer sees the impression before the open auction but is not obliged to take it.
- Programmatic Guaranteed: Fixed CPM and reserved volume. The programmatic equivalent of a classic direct buy; both sides are committed to delivery.
How to buy YouTube Programmatic Guaranteed in DV360
YouTube PG makes it possible to buy YouTube's most in-demand inventory, such as YouTube Select, Masthead, Shorts and pause ads, at a fixed CPM with reserved volume. Google now recommends instant deals for YouTube PG: once budget and dates are entered, inventory is reserved immediately. Before setup, we check whether offline negotiation is still available in your account. Instant deals can only be used in managed DV360 accounts.
In YouTube PG, the frequency cap is used for optimization, but DV360 prioritizes completing the spend in the deal. In non-guaranteed YouTube instant deals, by contrast, the line item stops serving once the cap is reached. On Masthead, third-party measurement is limited to brand lift, viewability and reach; brand safety verification is out of scope. Google video partners inventory is not included in YouTube PG.
Why PG and PMP deals underdeliver
The typical problem in PG is underdelivery. Even though the publisher has reserved the volume, impressions cannot be bought once an audience, geography or brand safety filter narrower than the deal's scope is added to the line item. That is why we discuss any additional targeting with the publisher in advance for PG line items, and check before launch that creatives meet the deal's size and length requirements.
In preferred deals and PMP, the problem is usually the reverse: the deal is live, but impressions do not come in because the bid stays below the floor. We read bid rate and win rate by deal every week and readjust floor and bid together with the publisher. Before setting up a deal in DV360 with publishers in Türkiye, we check whether the same inventory is also sold on a local platform and, if needed, compare the price with TheADX DSP.
Which deal type for which campaign?
For launches and major media moments, where missing the inventory would be costly, we prefer Programmatic Guaranteed: YouTube Masthead, the home pages of major news sites, and Connected TV publishers. In campaigns where we want the quality of specific publishers but leave flexibility on volume, we use PMP or preferred deals. For Amazon's own inventory, we set up a similar PG structure on the Amazon side for Prime Video ads.
PMP and Programmatic Guaranteed: when do we recommend it?
We recommend it
- Campaigns with fixed dates, such as launches, where inventory must be secured
- Brands whose budget is approved at the start of the period and that want to lock in CPM in advance
- Advertisers unhappy with open auction quality that want to narrow their publisher list
- Brands planning premium YouTube inventory such as YouTube Select or Masthead
We don't recommend it
- Performance campaigns whose budget and timeline change often; PG requires a commitment
- Setting up a deal for very small volume on a single publisher; the operational cost outweighs the return
- Campaigns whose creatives cannot be adapted to the publisher's requirements in time
How we manage PMP and Programmatic Guaranteed
- Inventory needsFrom the media plan, we work out which publishers, which dates and how much guarantee are needed.
- Marketplace and proposalsWe browse packages in Marketplace, request proposals from publishers or get pricing through a YouTube instant deal.
- Terms checkWe verify price, volume, creative size, length and targeting terms before the deal is accepted.
- Linking to the line itemWe add the deal or deal group to targeting and agree any additional PG targeting with the publisher.
- Delivery monitoringWe monitor bid rate, win rate and delivery pace by deal.
- RenewalAt the end of the period, we renew or replace deals based on cost and quality, or move back to open auction.
PMP and Programmatic Guaranteed: metrics and requirements
Metrics we track
- Delivery rate
- Bid rate
- Win rate
- CPM by deal
- Viewability rate
- Unique reach
What you need to get started
- A target publisher list and campaign calendar
- Creatives that meet publisher requirements
- Marketplace access and accepted inventory terms
- A budget that can be committed for PG
Official sources
The Brand Move DV360 Team
Contact us nowTo learn more about PMP and Programmatic Guaranteed or other DV360 ad formats, contact The Brand Move DV360 team today.
Explore further
Display & Video 360 overview
Other Display & Video 360 campaign types and ad formats
Online Video
Instream and outstream video ads on open web and app inventory outside YouTube, managed by player size and completion data.
ExploreYouTube and Demand Gen
YouTube & partners and Demand Gen line items in DV360, with Floodlight optimization and one frequency plan across video channels.
ExploreConnected TV (CTV)
Smart TV apps and YouTube on CTV, managed with the Connected TV IO, publisher deals and a household frequency plan.
ExploreAudio Ads
Audio ads across music streaming, podcasts and live radio, managed with content type targeting and companion banners.
ExploreDigital Out-of-Home (DOOH)
Programmatic DOOH: airport, mall and transit screens bought by hour and area through DV360 Marketplace deals.
ExploreFrequently asked questions
PMP and Programmatic Guaranteed: frequently asked questions
What is a private marketplace (PMP) deal?
In a PMP, the publisher invites selected buyers to a private auction with a floor price, and they compete above that floor. There is no volume guarantee. It gives access to a narrower, higher-quality publisher set than the open auction.
What is the difference between a preferred deal and Programmatic Guaranteed?
Both have a fixed price. In a preferred deal, the buyer sees the impression before the open auction but is not obliged to buy it, and the publisher does not guarantee volume. In Programmatic Guaranteed, volume is reserved and both sides are committed to delivery.
Why is our PG deal underdelivering?
Most often because targeting or a filter narrower than the deal has been added to the line item. A creative that does not meet the size or length requirement also blocks impressions. We compare targeting and creatives against the deal terms one by one.
Can every DV360 account use YouTube PG instant deals?
No. Instant deals for YouTube Programmatic Guaranteed are only available in managed DV360 accounts. Before setup, we check your account's access type and whether Marketplace is enabled.
If we switch off an exchange, do our deals there stop too?
No. Open auction controls in DV360 work separately from private deals. Excluding an exchange from the open auction does not affect PMP or PG deals on the same exchange. To stop a deal, it has to be removed from the line item's targeting.
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