Display & Video 360

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Negotiate a deal in DV360

Negotiation allows you to propose changes to the CPM, timeframe, ad units and terms, and add comments that will be shared with the negotiating party.

If you're in the campaign context, you will need to have access to all partners and advertisers associated with the deal to see the details of each negotiation.

Initiate a negotiation

You initiate a negotiation in one of two ways:

  • Create an Request for Proposal (RFP)
  • Propose changes to an existing offer

Create a Request for Proposal (RFP) for one or multiple publishers

You can now create a single RFP to send to multiple publishers at once.
When sending a RFP within the advertiser context, only the specific advertiser that you are in will appear.
To create an RFP for multiple publishers from the Marketplace:
  1. Sign in to your Display & Video 360 account and click Inventory from the left menu and select Marketplace.
  2. Select the boxes next to the publishers you want to send the RFP to and click Request Proposal. The "New request for proposal" window appears.
    If you selected:
    1. A Google Ad Manager publisher: no email address will be displayed because the request will go directly to the publisher. If you have an email address you'd like to enter, click Edit email address.
    2. A Rubicon publisher: you will need to enter the publisher email address in the space provided.
    3. Other publishers or exchanges: you can enter any additional publishers that are not available in the Marketplace by manually entering the organization and email address of your contact.
  3. Fill out the form with your desired specifications.
    • In the "Additional RFP details and message to sellers" section, add any additional information you'd like to include with the RFP. You can customize this to each seller by clicking Customize for each seller.
    • Note that audience list targeting is only available for Google Ad Manager publishers.
  4. When you are done, click Send. After the proposal has been sent, each individual publisher deal will appear in Negotiations with the same RFP ID.

You can also create an RFP with multiple publishers at once from the Negotiations menu. Note that you will need to enter each seller and their email address individually.

To create an RFP for multiple publishers from the Negotiations menu:

  1. Sign in to your Display & Video 360 account and click Inventory from the left menu and select Negotiations.
  2. Click New > Request for proposal. The "New request for proposal" window appears.
  3. Enter each publisher's organization and email address.
  4. Fill out the rest of the form with your desired specifications and click Send.

Once sent, the RFP will be reviewed by the publisher. It will appear in the Inventory > Negotiations page for additional changes and further negotiation or acceptance once the publisher has responded

Propose changes to seller offers in the Marketplace

To begin a negotiation by proposing changes to the seller of an existing offer they have in the Marketplace:

  1. Sign in to your Display & Video 360 account and click Inventory in the left menu and select Marketplace.
  2. Select a publisher and click the Products tab to select a deal, and propose your terms.
  3. Click Propose changes.

Negotiate on an existing offer

To propose changes to the seller of an existing offer:

  1. Sign in to your Display & Video 360 account and click Inventory in the left menu and select Negotiations.
  2. Locate the offer on which you'd like to negotiate. Note that after a publisher sends back a proposal, the status will be "Action required".
  3. Click the offer to reveal the terms and settings.
    • If you want to change the partner revenue model or partner costs:

      1. Click the  in the top right corner.

      2. Adjust the Partner revenue model and Partner costs.

      3. Click Save to continue.

    • If you are satisfied with the proposed details of the offer, you can "Accept as is" without making any changes:

      Depending on whether the seller has selected to require finalization of this deal, the offer either appears on the Negotiations page, or automatically generates a deal and appears in the "My inventory" view.

      1. Enter your email address into the "Add CC" field in the "Compose a message" section. You can optionally add a message to the seller.
        You must add at least one email address to successfully accept the offer. Any replies from the seller are sent to the account-level email address and to the address you specify in the "Add CC" field.

        The email address you enter here and the account-level email address are visible to the publisher.


      2. Click Accept as is.
    • If you would like to propose changes to the details of the offer, or send a message to the seller without accepting the offer:

      1. Edit any of the settings or terms of the offer.
      2. Enter your email address into the "Add CC" field in the "Compose a message" section. You can optionally add a message to the seller.
        You must add at least one email address to successfully propose changes or send a message to the seller. Any replies from the seller are sent to the account-level email address and to the address you specify in the "Add CC" field.

        The email address you enter here and the account-level email address are visible to the publisher.


      3. Click Send. The offer remains on the Negotiations page.