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Explore programmatic advertising in GAM, including Programmatic Guaranteed, Private Marketplaces (PMPs), Open Auction, and header bidding.
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    • Header Bidding Integration
      Implement and optimize header bidding to maximize revenue.

      • What Is Header Bidding?
        • Header bidding is a programmatic technique that allows multiple demand partners to bid on your inventory simultaneously.
        • It increases competition and revenue by giving all demand partners equal access to your inventory.

      • How to Integrate Header Bidding with GAM:
        1. Use a header bidding wrapper like Prebid.js.
        2. Set up demand partners in the wrapper.
        3. Integrate the wrapper with GAM using Google Ad Manager’s Header Bidding API.
        4. Test and optimize the setup.

      • Best Practices for Header Bidding:
        • Use a reliable header bidding wrapper.
        • Regularly monitor and optimize demand partner performance.
        • Test different configurations to find the best setup.

      FAQs:
      • Q: What’s the difference between header bidding and Open Auction?
        • A: Header bidding allows multiple demand partners to bid simultaneously, while Open Auction is a single auction.
      • Q: How do I troubleshoot header bidding issues?
        • A: Use debugging tools and check your wrapper configuration for errors.

      Discussion Points:
      • What header bidding wrappers do you use?
      • How has header bidding improved your revenue?
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    • Open Auction and Real-Time Bidding (RTB)
      Understand how open auctions and RTB work in GAM.

      • What Are Open Auctions and RTB?
        • Open Auction is a public marketplace where advertisers bid on ad inventory in real-time.
        • RTB is the technology that enables real-time bidding in Open Auction.

      • How Open Auction Works in GAM:
        1. Advertisers bid on your inventory in real-time.
        2. The highest bidder wins the impression.
        3. Ads are delivered to your website or app.

      • Best Practices for Open Auction:
        • Set competitive floor prices to maximize revenue.
        • Use targeting to ensure relevant ads are shown.
        • Monitor performance and adjust as needed.

      FAQs:
      • Q: How do I set floor prices in Open Auction?
        • A: Go to Inventory > Ad Units, select an ad unit, and set the floor price under the "Pricing Rules" section.
      • Q: Can I exclude certain advertisers from Open Auction?
        • A: Yes, use competitive exclusions to block specific advertisers.

      Discussion Points:
      • How do you optimize Open Auction for maximum revenue?
      • What challenges have you faced with RTB?
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    • Private Marketplaces (PMPs)
      Explore how to set up and optimize Private Marketplaces (PMPs) for premium inventory.

      • What Are Private Marketplaces (PMPs)?
        • PMPs are invite-only auctions where premium publishers offer their inventory to select advertisers.
        • They provide more control over who can bid on your inventory.

      • How to Set Up PMPs in GAM:
        1. Go to Delivery > Deals.
        2. Click New Private Marketplace Deal.
        3. Define the deal terms (e.g., floor price, targeting).
        4. Invite advertisers to participate in the PMP.
        5. Monitor performance and adjust as needed.

      • Best Practices for PMPs:
        • Set competitive floor prices to attract advertisers.
        • Use clear targeting to ensure relevant ads are shown.
        • Regularly review and optimize PMP performance.

      FAQs:
      • Q: How do I invite advertisers to a PMP?
        • A: Use the Deals section in GAM to create a PMP and send invitations to advertisers.
      • Q: What’s the difference between PMPs and Open Auction?
        • A: PMPs are invite-only, while Open Auction is open to all advertisers.

      Discussion Points:
      • How do you attract advertisers to your PMPs?
      • What strategies do you use to optimize PMP performance?
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    • Setting Up Programmatic Guaranteed Deals
      Learn how to create and manage Programmatic Guaranteed (PG) deals in GAM.

      • What Are Programmatic Guaranteed Deals?
        • PG deals are automated, guaranteed contracts between publishers and advertisers.
        • They combine the efficiency of programmatic advertising with the certainty of direct sales.

      • How to Set Up PG Deals in GAM:
        1. Go to Delivery > Deals in the GAM dashboard.
        2. Click New Programmatic Guaranteed Deal.
        3. Enter the deal details (e.g., advertiser name, budget, targeting).
        4. Assign the deal to specific ad units or placements.
        5. Activate the deal and monitor performance.

      • Best Practices for PG Deals:
        • Use clear naming conventions for deals (e.g., "BrandX_SummerCampaign").
        • Set realistic budgets and targeting parameters.
        • Regularly review deal performance and adjust as needed.

      FAQs:
      • Q: What’s the difference between PG and Preferred Deals?
        • A: PG deals are guaranteed, while Preferred Deals are non-guaranteed and offered on a first-come, first-served basis.
      • Q: Can I set up PG deals with multiple advertisers?
        • A: Yes, you can create multiple PG deals with different advertisers.

      Discussion Points:
      • How do you negotiate PG deals with advertisers?
      • What challenges have you faced with PG deals?
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Last modified: January 31, 2025

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