Question: A retailer is planning a seasonal promotion and needs to secure a specific number of impressions on a publisher's homepage during a holiday weekend. Which transaction model makes sure the advertiser has a committed volume of inventory at a locked-in price?
- Programmatic Guaranteed
- Private auction
- Open auction
- Preferred Deal
Explanation
A fixed CPM plus a committed number of impressions maps to Programmatic Guaranteed in Display & Video 360 because it is a direct buy negotiated with the publisher. The proposal includes inventory and price up front, which is how the rate is locked before delivery begins. Google also documents a contracted quantity for Programmatic Guaranteed deals, which is the committed impression volume tied to the agreement. That combination of reserved inventory and negotiated pricing is what distinguishes it from non-guaranteed deal types. Google Help+1
Why the other options are incorrect
Private auction is a non-guaranteed auction with invited buyers and a minimum CPM, so impressions are not committed to one buyer in advance. Google Help
Preferred Deal is a non-guaranteed fixed deal that offers first-look access at a fixed CPM, but the inventory is still non-guaranteed. Google Help
Open auction is public exchange inventory rather than reserved inventory, so it does not provide a committed volume at a locked price. Google Help+1
Source for verification
https://support.google.com/displayvideo/answer/7067656?hl=en
https://support.google.com/displayvideo/answer/7243138?hl=en
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "Search Ads 360" page.