Programmatic

Preferred Deal — Definition & Explanation

A programmatic deal type where a buyer gets first-look access to specific inventory at a fixed CPM before it goes to the open auction. Unlike programmatic guaranteed, there is no volume commitment — if the buyer passes, the impression flows to other demand.

How Preferred Deal Works

Preferred deals use a Deal ID to give a specific buyer priority in the auction at a negotiated fixed CPM. The buyer's DSP can accept or pass on each impression. If the buyer passes, the impression enters the open auction at the standard floor price.

Why Preferred Deal Matters for Publishers

Preferred deals allow publishers to build premium advertiser relationships without volume commitments. They often achieve 20-40% higher CPMs than open auction for the same inventory.

Frequently Asked Questions

How is a preferred deal different from a PMP?

Both use Deal IDs. A preferred deal is first-look at a fixed CPM. A PMP is typically an invite-only auction at a higher floor, with the buyer still bidding competitively.

Can Stellor Media help set up preferred deals?

Yes. Stellor's partnerships team manages preferred deal negotiations and technical setup with demand partners on publishers' behalf.

What inventory is best for preferred deals?

High-viewability placements, premium content sections, and audiences with strong demand-side interest are best suited for preferred deal arrangements.

Related Terms

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