2 - Private auctions, direct deals and guaranteed deals

Deals Landscape

Smart RTB+ supports 3 types of deals:

  1. Private auctions
  2. Direct deals
  3. Guaranteed deals

Setup private auctions

PRIVATE AUCTION: A Private Auction competes with an Open Auction. Furthermore, in a Private Auction we give additional information to a predefined group of buyers that will compete against each other, knowing they have to pay at least the price of the deal.

To create a private auction, go to RTB+ > Deals; click Create a new deal and select Private Auction (1)

On the next screen, you can enter the details for the private auction:

  • Deal ID: deal ID you received from the buyer (defined in the DSP system); leave blank, if you want Smart AdServer to create a Deal ID; it will be generated after saving the private auction
  • Name: any name (e. g. format name/size + buyer's name + targeting)
  • Price: bid floor price used for the private auction (in your network's currency)
  • Insertions (Guaranteed Deals): leave this blank for private auctions
  • Exclusive Deal: if checkbox is active, impressions which cannot be sold in this private auction will immediately be passed on to a direct campaign/insertion; if this checkbox is inactive, RTB+ will try to sell the impression in an open auction
  • Buyers: Search and add the buyer(s); you can select Buyers, even if you had blocked them in a delivery rule
  • RTB+ Advertiser: Search and add the advertiser(s); you can select RTB+ Advertisers, even if you had blocked them in a delivery rule
  • Formats: Select the format(s)
  • Placements: Select the website(s) and/or page(s) or pack(s);
  • Keywords: Enter keyword targeting criteria; Example: you could target to key value pairs dropped by a behavioral targeting provider into cookies
  • Country: select the appropriate countries

Click Save or Save and activate

Setup private auctions

Setup preferred/direct deals

DIRECT DEAL: Direct deals work with a fixed price. The impression is offered to the buyer (first look), who can accept or decline the impression.

If multiple direct deals compete for the same impression, the direct deal with the higher price wins.

To create a direct deal, go to RTB+ > Deals; click Create a new deal and select Direct Deal (1)

New direct deal

On the next screen, you can enter the details for the direct deal:

  • Deal ID: deal ID you received from the buyer (defined in the DSP system); leave blank, if you want Smart AdServer to create a Deal ID; it will be generated after saving the direct deal
  • Name: any name (e. g. format name/size + buyer's name + targeting)
  • Price: Fixed price in the network's currency used for the direct deal. The buyers will always be charged this fixed price - no matter the price they bid with as long as it is above the fixed price. If many buyers are involved in the deal, the winner is chosen randomly (not based on the bid price) and pays the deal's fixed price.
  • Insertions (Guaranteed Deals): leave this blank for direct deals
  • Exclusive Deal: if checkbox is active, impressions which cannot be sold in this direct deal will immediately be passed on to a direct campaign/insertion; if this checkbox is inactive, RTB+ will try to sell the impression in an open auction
  • Buyers: Search and add the buyer(s); you can select Buyers, even if you had blocked them in a delivery rule
  • RTB+ Advertiser: if an advertiser(s) is selected, only this (these) advertiser's campaigns, coming from the selected buyer(s) will be allowed to deliver within the deal; you can select RTB+ Advertisers, even if you had blocked them in a delivery rule
  • Formats: Select the format(s)
  • Placements: Select the website(s) and/or page(s) or pack(s);
  • Keywords: Enter keyword targeting criteria; Example: you could target to key value pairs dropped by a behavioral targeting provider into cookies
  • Country: select the appropriate countries

Click Save or Save and activate

New deal

Setup guaranteed deals

GUARANTEED DEAL: With guaranteed deals, you connect an RTB+ insertion with a deal. The deal will be ruled by the criteria of the connected RTB+ insertion. This includes all the features available in insertions: the dedicated impression volume, frequency capping, targeting criteria, time frames, etc.

 To create a guaranteed deal, you have to:

  • First, create an RTB+ insertion as explained here. Do not put the RTB+ insertion online, yet.
  • Create the direct deal as explained above
  • In the direct deal, select the appropriate RTB+ insertion next to Insertions (Guaranteed Deals). See (1) below.
  • In the guaranteed deal, do not define criteria for Targeting, Placements, Keywords or Country. These criteria need to be defined in the connected insertion

Make sure you check the Exclusive check box (see (2) below). Otherwise, an Open Auction may be triggered with the insertion. This may interfere with your usual Open Auctions.

New guaranteed deal

Guaranteed deals - use case: specific volume for one buyer

  • you want to prioritize one specific buyer for a specific volume of impressions

For this use case, you need to

  • define the dedicated (guaranteed) impression volume in the RTB+ insertion
  • select the appropriate priority level in the RTB+ insertion
  • connect the RTB+ insertion with the direct deal (see (1) above)

=> as long as this RTB+ insertion is active, it will be prioritized for this buyer. The buyer can stop using this deal on his side.

Make sure you check the Exclusive check box (see (2) below). Otherwise, an Open Auction may be triggered with the insertion. This may interfere with your usual Open Auctions.

Guaranteed deals - use case: programmatic roadblocks

  • you want to sell a leaderboard and a skyscraper as a package in a direct deal
  • the leaderboard and skyscraper need to be displayed together on the given page

For this use case, you need to

  • create 2 RTB+ insertions
  • link the 2 RTB+ insertions with each other (more about the link feature here)
  • if appropriate, assign a group volume to these insertions
  • connect the RTB+ insertion with the direct deal (see (1) above)
  • alternatively, you could also set up 2 separate direct deals and connect each to the relevant RTB+ insertions (this depends on the technical feasibility on the DSP side)

Make sure you check the Exclusive check box (see (2) below). Otherwise, an Open Auction may be triggered with the insertion. This may interfere with your usual Open Auctions.

Deactivating and copying deals

Click the green button to deactivate an active deal
Click the Copy icon to create a copy of the existing deal (Note: the Deal ID is not copied!)

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