Private Auctions can be found under Sales, then Private Auctions.
- Per deal: The "Per deal" tab lists all currently running Private Auction deals per buyer with performance metrics.
- Private Auctions: The "Private Auctions" tab lists unarchived Private Auctions.
Start Private Auctions
- Sign in to Google Ad Manager.
- Click Sales, then Private Auctions.
- Click New Private Auction.
- Set up Private Auction settings.
- Click Save.
As soon as you save, the Private Auction is active and ready to invite buyers.
Change Private Auctions
Any setting of a Private Auction can be changed except inventory type.
- Click Sales, then Private Auctions.
- Find and click the name of a Private Auction.
-
Click
Settings at the top of the page.
-
Make changes and click Save.
Private Auction settings
Name
Buyers see the name in the Marketplace. Choose something descriptive and inviting for buyers to participate.
Inventory type
Kind of inventory or medium in which an ad serves. This helps buyers know where their creatives are intended to serve.
Terms
Additional requirements to which you and the buyer must adhere. Consider using this field to communicate ad serving restrictions, such as competitive ad filters, content restrictions or blocks which apply to the campaign.
Allow Open Auction buyer optimization
Allows bids from the Open Auction to compete concurrently and equally with bids from the Private Auction, regardless of other potential deals in the auction. This option is enabled by default on new Private Auctions but can be deselected at any time.
"Open Auction buyer optimization" does not appear with revenue estimates in Ad Manager reporting.
If you deselect the optimization option, the “Standard” auction strategy will take effect, which means:
- Preferred Deals will win over Private Auction deals
- Private Auction deals will win over the Open Auction
Ineligible bids submitted to the Open Auction
There are cases when a Private Auction bid is ineligible because the buyer submitted a creative with the bid that doesn't match inventory size targeting or because the buyer was filtered out by creative restriction settings in the Private Auction. In these cases, the buyer's bid is submitted with the same creative to the Open Auction, abiding by the unified pricing rules set in your network. Submitting the bid to the Open Auction increases the potential to maximize your overall revenue.
Similarly, if all the net bids are below the minimum price specified in a Private Auction, the inventory also becomes available in the Open Auction.
Targeting
The inventory you want to offer buyers in the Private Auction. You can't target Private Auctions to third-party audience segments. Private Auction deals support exact-match key values only when using custom targeting.
Inventory size targeting
- To target interstitials that appear on an app, select Out-of-Page (interstitial) in "Inventory size" targeting.
- If the inventory included in is multi-size and the buyer bids with a size that was not targeted, the bid is filtered. You can see bid responses or impressions that were filtered in Private Auction troubleshooting. Learn more
Branding
Ad requests are triggered by visitors to your website or app. Brand settings allow you to control what buyers see about the origin of these ad requests from your digital properties.
- Branded: exposes the full URL of where the ad request originated.
- Semi-transparent: only shows the domain of the ad request.
For instance, an ad request may originate from:
example.com/sports/rugby
Setting your brand setting to "Semi-transparent" would only expose:
example.com
"Mobile app" inventory always transacts as branded. Semi-transparent is only available for "Display", "Video", and "Games".
Buyers may have controls or rules in place that determine when or if to bid based on ad request URLs.
End date
Choose an optional end date for Private Auction bidding.
Estimated impressions per day
Estimated impressions provides buyers with insight into potential reach for their bid.
Email contacts
Email addresses of internal staff you want notified when buyers accept the Private Auction. Emails listed here are visible to all buyers invited to the Private Auction.
