Question: A retailer is launching a seasonal sale in three days and needs to secure inventory from a specific publisher quickly without a long negotiation period. Which non-guaranteed deal type should they secure?
- Preferred Deal
- Open auction
- Private auction
- Programmatic Guaranteed
Explanation
A private auction is a non-guaranteed auction where a publisher invites selected buyers to compete for its inventory, and the impression goes to the highest bid above the minimum CPM. Google Help
That structure fits a buyer who needs access to inventory from a specific publisher without setting up a guaranteed reservation. Google Help
It is a better fit for a short lead-time launch because the buyer can use the publisher’s invited auction inventory instead of relying on a one-to-one fixed-price arrangement. This is an inference from Google’s deal definitions. Google Help+1
By contrast, a non-guaranteed fixed deal is an exclusive advertiser-to-publisher relationship with a fixed CPM and often a minimum spend expectation, which is less aligned with the need for fast, flexible access. Google Help
Why the other options are incorrect
Preferred Deal is a non-guaranteed fixed deal with first-look access at a fixed CPM, and Google notes it is an exclusive advertiser-to-publisher relationship that often includes minimum spend expectations. Google Help
Programmatic Guaranteed is a guaranteed transaction that begins with an RFP and negotiated proposal terms, so it is not the fast non-guaranteed option here. Google Help
Open auction is broad public auction inventory, not inventory restricted to invited buyers from a specific publisher. Google Help
Source for verification
https://support.google.com/displayvideo/answer/3289702?hl=en
https://support.google.com/displayvideo/answer/3289692?hl=en
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