Manage and optimize deals using central partner

As you continue to expand direct inventory relationships with exchanges and publishers, consolidating deal negotiations in one workspace can boost efficiency and streamline the process. You can use inventory tools for deal management and optimization features help you efficiently manage, optimize, and share deals across multiple partners and advertisers.

Central partner allows you to link all partner IDs that you have access to so you can view and manage deals across Partners. It is designed to act as a central hub for managing deals and provides a centralized platform to streamline operations, improve campaign performance, and gain deeper insights across all your advertiser accounts.

On this page

• About central partner
  • Benefits
  • Get access to central partner
• Managing deals with central partner
  • Linked partners and user management
  • Linking additional partners
  • Share deals with linked partners
• Setting up and optimizing commitments
  • Best practices
  • Create a commitment
  • Delete a publisher
• Reporting and insights
  • Instant reports
  • Commitment-specific metrics
• Limitations

About central partner

Central partner is a dedicated partner account that is designed to act as a central hub for managing deals. Central partner is ideal for:

• Agency investment leads and inventory managers
• Multi-brand advertisers managing their own media buying
• Organizations managing inventory/deals across multiple Display & Video 360 partner accounts

Central partner has the following tabs:

• My Inventory: Manage deals across linked partners, including sharing deals, creating deal groups, prioritizing preferred deals
• Commitments: Create and manage publisher profiles, track spend against commitments, and monitor pacing
• Negotiations: Manage deal negotiations with publishers
• Reports: Generate reports on deal performance across linked partners and advertisers
• Partner settings: Access basic details and set up permissions for Display & Video 360 partners linked to central partner

Benefits

• Scale deal management and drive operational efficiency: Set up deals once in central partner and effortlessly share them across all linked partners.
• Grow demand and spend on your deals with curated inventory: Central partner empowers agencies to curate and package diverse inventory into compelling deal groups, which are then scaled through automatic sharing and intelligent targeting through Preferred Deal Groups. This drives more demand and spend through agency-negotiated inventory by scaling agency curated, high value bundles.
• Deliver on supply partner commitments: Gain complete visibility and control over publisher commitments. Central partner helps both track spend flowing through the entire agency against these commitments in one centralized view, and optimize that spend by prioritizing inventory to ensure agencies meet and exceed your targets.
  • Commitments can be setup based on a customer-defined publisher or a set of deal IDs.
• Maintain control and user management: Users can easily manage which partners to link and which users have access to central partner through user management and partner linking.
• Access enhanced post-campaign reporting: Easily report on deals created within central partner and get central reporting on all deals created in any of the linked partners.

Get access to central partner

Contact your Display & Video 360 representative to get access to central partner. They will complete the form for central partner creation. Gaining access can take 72 hours. They will need these information from you:

• The Admin user of central partner: Provide only one
• Their central partner name
• Time zone for central partner: This impacts the deal’s start and end time
• Currency for central partner

After your new Display & Video 360 central partner is created, you’ll receive an email containing your central partner credentials. All new deals that you want to be shared across Display & Video 360 partners should be created in central partner. Deals created outside the central partner won’t appear in central partner for deal management.

Managing deals with central partner

Linked partners and user management

Inventory can be managed in a central location across child partners, so the users assigned to central partner have unique requirements.

• Admin users must have standard or admin access to all linked partners. Central partner can’t be created if the admin doesn’t have write access. Admin users can manage user permissions in Display & Video 360. Learn more about managing users in Display & Video 360.
• Standard users must have standard or admin access to all linked partners.
  • If the user only has read access to any of the linked partner IDs in central partner today, they can only gain read access to the central partner.
  • If a user is requested to have write access to the central partner, they must already have write access to all linked Partner IDs in the central partner.
• Read-only users must have standard, admin, or read-only access to all linked partners.

If a user loses access to a given linked partner, there will be no access to the functionality in central partner such as validation errors when trying to share deals, creating deal groups, and modifying existing deals. The user will be redirected, the same as when they attempt to navigate to a partner that they don’t have access to.

Linking additional partners

All users in the central partner must first have access to the new partner ID before requesting it to be linked:

• Admin users must have write access to the new partner ID.
• Standard users with write access to central partner must have write access to the new partner ID.
• Standard users with read-only access to central partner must have read-only access to the new partner ID.

Link partners

You can select and link new partners, including validation of user access and the creation of customer links.

1. In your Display & Video 360 account, navigate to a partner.
2. Under Partner settings, select Linked accounts.
3. Click New link.
4. Under “Link setup”, select the partners that you want to link.
5. Click Link.

Unlink partners

You can select and unlink partners.

1. In your Display & Video 360 account, navigate to a partner.
2. Under Partner settings, select Linked accounts.
3. Under the “Completed” tab, select the partners that you want to unlink.
4. Above the list of accounts, the number of rows that you selected will be shown. Beside this, click DELETE.

Share deals with linked partners

Deal sharing allows central partner to share deals with linked partners. Central partner is not a bidding partner, but can manage inventory for linked partners by receiving and accepting negotiations, managing shared deals, and creating deal groups. To share deals with linked partners:

1. In your Display & Video 360 account, open an advertiser.
2. Within central partner, click the Inventory drop-down and go to the My Inventory tab.
3. Find the deal you want to share. You can use the search and filter options to narrow down the list. Click on the deal name to open its details.
4. Within the deal details, select the Access tab.
5. Share with partners and advertisers:
   • For partners: Select the partner accounts you want to share the deal with. The deal will be made available to all advertisers within the selected partner accounts.
   • For advertisers (Optional): If you want to restrict access to specific advertisers within a partner account, expand the partner and select the individual advertisers. This is useful for controlling which clients can target specific deals.
6. Optional: For Preferred Deals, you can prioritize access for specific partners or advertisers. Use a scale of 1-5, where 1 is the highest priority. This influences which partner or advertiser is more likely to win impressions when multiple partners are eligible.
7. Click Save to apply your changes and share the deal.
8. Recommended: Ensure the publisher is aware of any new partners that may begin bidding on a deal.

The “Preferred Deal Group” setting automates deal sharing and targeting across linked partners to scale delivery against commitments. It ensures that eligible line items across all linked partners can access a given deal, increasing the potential for delivery. Adding a deal to the preferred deal group automatically:

• Shares the deal with all linked partners
• Targets the deal to all eligible line items within those linked partners that are targeting public inventory from the same exchange as the deal
• Includes all the Preferred Deal Groups available in targeting by default for new line items

Setting up and optimizing commitments

Best practices

• Create a commitment: Set a spend goal, optimize toward that goal, and include relevant deals to the commitment. Individual deal settings can be changed after creation.
• Add deals to preferred deal group (recommended): Maximize reach and impact by enabling automatic deal sharing and targeting.
• Monitor and adjust: Track the pacing of deals against the commitment target, making data-driven adjustments as needed.
• Enable "Optimize" mode and Preferred Deal Group: Enable “Optimize” deal mode and add deals to the Preferred Deal Group for all relevant deals to maximize the value of commitment optimizer and meet spend targets.

Create a commitment

1. In your Display & Video 360 account, open an advertiser.
2. Within your central partner account, navigate to the "Commitments" module.
3. Click New Commitment and fill out these required fields:
   • Commitment name: A descriptive name for the commitment (for example, "Publisher X - Q4 2024").
   • Spend goal (optional): The target spend amount for the commitment. This enables pacing monitoring and bid optimization.
   • Date range: The start and end dates for the commitment.
   • Deal mode (for central partner deals and for linked partner deals): Setting a deal mode allows you to control how deals interact with your commitment. By default, the deal mode is set to “Optimize”.
     • “Optimize” deal mode: Modifies bidding behavior on selected deals to prioritize meeting committed spend targets and actively manages deals towards the goal set in the commitment
     • “Monitor” deal mode: Tracks deal spend toward the commitment without adjusting bids, but does not optimize deals towards the goal set in the commitment
     • “Exclude” deal mode: Excludes deal spend from the commitment and does not adjust bids.
4. Choose the commitment type to define the inventory that you want to include in your commitment. You can select either publisher-based or deal-based.
   • Publisher-based commitment: Define the seller IDs or sites and apps for your publisher inventory.
     1. Download and fill out the template for seller IDs or sites and apps. Learn more about filling out the template for seller IDs and sites and apps.
     2. Drop the file or click Browse to upload your list of seller IDs or sites and apps.
   • Deal-based commitment: Define the deals for your commitment inventory.
     1. Download and fill out the template for deals. Learn more about filling out the template for deals.
     2. Drop the file or click Browse to upload your list of deals.
5. Click Create.

After completing the steps to build your commitment, you will be taken to your new publisher where a list of deals that make up this publisher will appear along with deal details.

Filling out templates

Delete a publisher

You can edit the publisher definition and inputs at any time by selecting the edit button on the top right of the publisher page.

1. Select Commitments within central partner.
2. Tick the checkbox next to the publishers that you want to delete. This will display an action bar above the publisher table.
3. Select Delete.

Reporting and insights

Instant reports

You can use the following filters and dimensions to report on commitment performance:

• Central partner name: Filter reports by the name of your central partner.
• Publisher name: Filter reports by the name of the publisher associated with the commitment.
• Inventory Sources Permissions: Filter by "Central Partner" or "Linked Partners" to see deals managed in each location.

Commitment-specific metrics

Use the following metrics to understand how commitment optimizer is impacting your deals:

• Bid Boost Eligible Impressions: The number of impressions eligible for a bid adjustment.
• Impressions with Bid Boost: The number of impressions where a bid adjustment was applied.
• Average Bid Boost Factor: The average rate by which bids were increased. A higher factor indicates more aggressive bid adjustments, which might warrant reviewing deal pricing or spend targets.

Limitations

• Commitment optimizer is only available within central partner.
• Programmatic Guaranteed deals are not currently supported within the Preferred Deal Group.