YouTube Programmatic Guaranteed via instant deals

About YouTube Programmatic Guaranteed via instant deals

With YouTube Programmatic Guaranteed via instant deals, you can get a quote and reserve YouTube inventory immediately without any negotiations.

Guaranteed instant deals allow you to reserve a targeted number of impressions at a fixed CPM for your specified budget and flight dates. Guaranteed instant deals are an ideal solution if:

• You want to achieve specific goals for impressions and total spend.
• You don’t want to spend time adjusting your bids to optimize delivery.
• You want to reserve YouTube and Google TV inventory and use granular targeting similar to auction buys.

Before you get started

There are a few requirements before you get started with instant deals for YouTube:

• Enable Marketplace: To enable partners for instant deals, you can either accept the 4% fee and enable Marketplace from your partner account or contact your Display & Video 360 support representative. Learn more
• Accept terms: In your partner's Advertiser configurations, accept the "Terms & Conditions for accessing Google & Partner inventory" agreement, then select which advertisers you want to enable to access for. You won't be able to create YouTube instant deals until you've accepted these terms.
• (Optional) Link your channels: You can link a YouTube channel to a Display & Video 360 advertiser for an expanded set of features.

We recommend that you allow at least 2 business days of lead time for creative approval to ensure your line item is ready to launch on time.

Set up a guaranteed instant deal

You’ll set up your instant deal through the Marketplace. After you set up your deal, you’ll have an insertion order and line item for the deal.

Step 1: Get a quote and confirm your deal in Marketplace

1. In the page menu on the left, select Inventory, then click Marketplace.
2. Click New instant deal and select YouTube as the publisher.
   1. You can also directly select YouTube from the list in the “Featured” tab.
   2. In the pop-up page, click Create instant reservation at the bottom of the page.
3. Add basic details about the deal, including:
   1. The name of the deal. The name will also be used as the line item name and insertion order name, which are created when the deal is saved.
   2. The Advertiser that will be using the deal.
   3. The Campaign for the deal. The campaign must be from the selected advertiser. The deal won’t be affected by the campaign's settings, except for the frequency cap.
   4. The Commitment type. This field is set to Guaranteed for reservation (Programmatic Guaranteed) deals.
   5. Choose In-stream, Masthead, Pause ads or Shorts ads as the Ad format. If targeting YouTube Select lineups (including YouTube TV), select in-stream, Pause ads, or Shorts ads.
4. Click Next.

5. Select any Policy restrictions that apply to the advertiser using this deal based on our restricted products policies. Masthead ads have specific content requirements including prohibited categories. Ad content related to restricted products may limit the reach of your campaign. Without this information, your quote might be inaccurate and the deal might not serve.

   In addition to entering policy restrictions here, some restricted products require certification. Learn more

6. Ensure that the Lift study enablement checkbox is selected if you plan to run a Brand Lift or Search Lift study.
   • Note: The Lift study enablement checkbox is selected by default. We recommend manually unchecking this setting if you don't plan to run a lift study, so you can receive the most accurate quote for your deal’s settings.
7. Add Targeting:
   • You'll notice that the inventory source and device targeting may be set automatically, depending on the ad format you selected. You can set other line item-level targeting options. Additional types of targeting are available in the line item's ad group.
     Note:

     • Targeting multiple YouTube Select lineups in the same instant deal may result in being unable to receive a quote. If this occurs, try targeting only one YouTube Select lineup per instant deal. For Pause ads, targeting a YouTube Select lineup is always required to receive a quote. For Shorts ads, targeting a YouTube Select lineup is required to receive a quote, unless first position targeting is used.
     • When targeting the YouTube TV or YouTube TV Sports YouTube Select lineups, only bumper and non-skippable ad formats are supported (skippable in-stream ads are not supported).
8. Configure the settings for the deal:
   1. Pick Flight dates for the deal. A guaranteed instant deal will spend over the entire length of the flight.
   2. Enter the flight budget for the deal.
   3. (Optional) Select mobile, desktop, tablet, or connected TV device type if you want to only target certain device types. Uncheck a device type if you want to exclude it.
      • Note: Pause ads are currently only available on connected TV devices.
   4. (Optional) Select the deal’s Frequency cap. Learn more about frequency caps in Display & Video 360
9. (Optional) Select the Floodlight activity you want to use to count conversions.
10. (Optional) Enter a name for your ad group and choose an Ad format.
    You may have the option to choose a duration for non-skippable ads. Non-skippable ads (30 sec or less) and Non-skippable ads (60 sec or less) only show on YouTube TV or connected TV devices. Non-skippable ads (15 sec or less) are available to serve on all inventory.

11. (Optional) Click Add targeting to change the ad group targeting settings.

    • Position targeting is available for in-stream and Shorts ad formats. Choose whether you'd like the ad to be served in any position of a user's YouTube session, or target first position.

      Targeting first position means your ad will be the first in-stream or Shorts ad that users see in their YouTube session (a 30 minute watching experience that persists across devices when logged in).

12. (Optional) Select a creative for the deal using the instructions for your inventory type. Ads can also be added to the line item after the reservation has been made.

    Creative setup for in-stream ads

    Choose a source for the creative. You can use a YouTube video or Display & Video 360 creatives. All creatives assigned to the deal must come from the same source.

    • YouTube videos: Follow the steps to create an ad and select your YouTube video. You’ll have the option to create multiple ads. All videos will need to meet the requirements for using YouTube videos in Display & Video 360, including creative review. Learn more
      1. Click Create new ad.
      2. Enter a name for your ad.
      3. Search for a YouTube video or paste a YouTube URL.
      4. Enter the display URL and landing page URL for your ad. The destination URL can be other pages on YouTube or another website.
      5. (Optional) Upload or assign a companion banner image.
      6. (Optional) Add a call-to-action (CTA) overlay to be used with non-skippable ads in your line item.
         • Enter the text for your CTA, which can contain up to 10 characters including spaces. The CTA should be a compelling action that directs users to the website specified in your landing page URL.
         • Enter the text for your headline, which can contain up to 15 characters including spaces. The headline should promote your product or service.
           For non-skippable ads, you have the option to select Show landing page URL as a QR code on TV screens. When a user scans the QR code on their mobile device, they will be directed to the website you specified with your landing page URL. Clicks will be recorded against the ad impression on the TV device. QR code overlays are not available for third-party served ads and will not show on YouTube TV.
      7. (Optional) For skippable ads, use the Click-tracker URL field to set up third-party click tracking. The click tracker must redirect to the same URL as your landing page URL.
      8. Click Create ad to create the ad.
    • Display & Video 360 creatives: Follow the steps to select a creative and assign it to the deal. Select this option when using VAST tags. Only creatives that meet the creative requirements and that are from your selected advertiser will be available. All videos will need to meet the requirements for video creatives in Display & Video 360, including creative review. Learn more

    To include third-party tracking in your ads, contact your Account Manager.

    Creative setup for Masthead ads

    1. Configure your Masthead ad by entering your Ads settings:
       • Enter the Masthead name
       • (Optional for Campaign Manager 360 users) Use the Campaign Manager 360 tracking ad field to select an existing tracking ad you'd like to use to see enhanced metrics in Campaign Manager 360.
       • (Optional) You can bypass entering Masthead settings manually by copying settings from a Masthead preview URL.
    2. Enter your Masthead Settings
       • Video : Enter a valid YouTube video ID or URL. The video must be public or unlisted to be eligible to serve.
       • A headline for your ad that appears next to, on, or underneath the Masthead.
       • (Optional) Call-to-action button text and final landing page URL (click-through URL). The destination URL can be other pages on YouTube or another website.
       • (Optional) Click tracker URL.
       • (Optional) Supporting description text that accompanies the Masthead.
       • Primary video layout: Choose between widescreen and standard video size.
       • (Optional) Autoplay timing: Enter video start time and duration.
       • (Optional) Supporting video and imagery such as channel art or companion videos.
         • Channel art: a background or banner that appears at the top of a YouTube page. Channel art is automatically pulled from the YouTube channel and accompanies the Masthead ad.
         • Companion videos: Specify 2 videos that appear next to the Masthead ad on desktop.
    3. (Optional) Click Preview to see what your Masthead ad will look like on YouTube across desktop, mobile, and TV screens.
    4. Click Create ad.

    Creative setup for Shorts ads

    1. Enter a name for your ad.
    2. Search for a YouTube video or paste a YouTube URL. For Shorts we recommend using a video with a vertical aspect ratio (9:16) between 10 and 60 seconds long.
    3. Enter the display URL and landing page URL for your ad. The destination URL can be other pages on YouTube or another website.
    4. Enter the text for your Long headline and description. The long headline is the first line of your ad and appears instead of your headline in some cases and can be up to 90 characters. The description adds to the long headline and provides additional context or details and can be up to 70 characters.
    5. (Optional) Upload or assign a companion banner image.
    6. (Optional) Use the Click-tracker URL field to set up third-party click tracking. The click tracker must redirect to the same URL as your landing page URL.
    7. Select Done to create the ad.

    Creative setup for Pause ads

    Pause ads are static image ads that appear 10 seconds after the viewer pauses a video. A Pause ad is shown alongside the pause screen and remains on screen until the viewer resumes watching or if the viewer interacts with or dismisses the ad.

    1. Enter a name for your ad.
    2. Click Add image to upload an image to be used in your Pause ad.
       • Your image should have the following specifications:
         • File size: Maximum of 2MB
         • Dimension: Between 1080px and 1350px (width or height)
         • Aspect ratio: Between 0.8 and 1.25
         • Format: PNG, JPG, or GIF
    3. Search for a YouTube video or paste a YouTube URL. The video itself won’t appear in the ad. The channel name and profile picture that appears in the reference video will be shown above your Pause ad.
    4. Enter the text for your Long headline. The long headline should promote your product or service with a maximum of 90 characters.
    5. Enter the Display URL and Landing page URL for your ad. The destination URL can be other pages on YouTube or another website.
    6. (Optional) Use the Click tracker URL field to set up third-party click tracking. The click tracker must redirect to the same URL as your landing page URL. If you’re using Campaign Manager 360, you can select an existing tracking ad you'd like to use to view enhanced metrics in Campaign Manager 360.
    7. Click Create ad.

13. (Optional) Choose any additional settings for your deal, including Third-party vendors to enable third-party measurement for the deal.

14. After you’ve put in the settings for your deal, click Estimate quote in the "Instant deal quote" section on the right. You’ll view the budget, fixed CPM, and impressions based on the settings you've entered.

    You can also check the approximate number of impressions and CPM you’d get for different budgets, given your current deal settings, by clicking Explore Guaranteed Instant Deal quotes.

    More about fixed CPM pricing for instant deals

    Instant deals for Masthead ads, Shorts ads, Pause ads, and in-stream ads targeting YouTube Select lineups in certain countries, always trigger a fixed CPM based on a static agreed or market rate. This can be identified with the green or blue highlight in the "Instant deal quote" widget. Click Details to understand more about your agreed or market rate, including itemizations of any upcharges applied. If you believe you are not receiving the fixed CPM you should be eligible for, please contact your account manager, including the "Quote ID" underneath the "Instant deal quote" widget.

    As you edit or change settings of the deal, click Refresh to see an updated quote.

15. Click Get final quote to see the final terms of your deal once you’ve finished making any adjustments.
16. Review the final terms of the deal and choose whether you’d like to accept and reserve, or hold the quote. Holds allow you to reserve the inventory and quoted CPM for 72 hours (or longer, depending on the product and proposed start date). If a hold is not reserved within the stated time frame it will automatically expire and you’ll need to request a new quote, which may be different.
17. Check the box I acknowledge and agree… to accept the terms of the deal. After you’ve accepted the terms, click Accept or Hold quote.

After you’ve accepted, you’ll see a finalized deal in Inventory > My Inventory. For holds, you can view your deal in Inventory > My Inventory and accept the hold in Line item details. Learn more about accepting a hold or editing a hold.

Step 2: View your insertion order and line item for guaranteed instant deals

After you’ve configured the deal, an insertion order and line item with the same name as your deal are automatically set up in the selected Display & Video 360 advertiser under the campaign you selected. YouTube instant deals will be grouped with any other YouTube & partners line items.

Edit, pause, or cancel a guaranteed YouTube instant deal

Edit a guaranteed YouTube instant deal

You can update budget, flight dates, and targeting for YouTube instant deals before or during line item flight. Changes to deal terms may alter the quoted CPM, requiring re-acceptance of the terms of the deal at the new CPM.

You can also update the Lift study enablement setting of your existing instant deals. Selecting the Lift study enablement checkbox requires a requote. You can't deselect the Lift study enablement checkbox if the insertion order is currently part of a lift study.

Some settings in a YouTube instant deal, such as the deal’s advertiser, campaign, and ad format can’t be edited. If those terms need to change, you’ll need to create a new deal.

To update a YouTube instant deal:

1. Navigate to Inventory > My Inventory in the advertiser with your YouTube instant deal.
2. Hover over the row with your deal and select Actions > Edit inventory.
3. Edit the settings that need to be updated.
4. Click Get new quote. You’ll view a new quote, which may or may not be similar to the previous quote depending on the settings that changed.
5. Click Get final quote to review the final terms of your deal.
6. Review the final terms of your deal. Once you’re ready to accept, check the box and select Yes, I agree to acknowledge that you accept the terms of this specific deal.

Your deal will now start serving with the new fixed CPM and updated settings.

Pause a guaranteed YouTube instant deal

You can’t pause a line item after you’ve created a deal, but creative-level changes are allowed at any time. If you need to pause a line item for a short time, you can pause the ads within the line item. Long durations in a paused state can cause under delivery. Ads can be removed directly from the line item details page, or in My Inventory.

To pause ads within a YouTube instant deal:

1. Navigate to Inventory > My inventory.
2. Hover over the row with your deal and select Actions > View line item details.
3. In the Ads section, switch the active state of the ad to be paused.
4. Click Save when you finish your edits.

Cancel a guaranteed YouTube instant deal, or release a hold

Subject to the Instant Reserve cancellation policy, you must archive guaranteed YouTube instant deals if you need to remove it before or during the deal’s flight dates.Holds are not subject to the cancellation policy.

To archive a YouTube instant deal:

1. Navigate to Inventory > My Inventory in the advertiser with your YouTube instant deal.
2. Hover over the row with your deal and select Actions > Archive.
3. A confirmation dialog will ask you to confirm this action by selecting Archive.

The inventory source, insertion order, and line item associated with your guaranteed YouTube instant deal will be archived. All reporting data will be preserved.

Accept and reserve a hold

If a hold is not accepted within the stated time it will automatically expire and you’ll need to request a new quote, which may be different. Holds can be accepted directly from the line item details page, or in My inventory.

To accept a guaranteed YouTube instant deal hold:

1. Navigate to Inventory > My inventory.
2. In the Action required section of the table, hover over the row with your deal and select Actions > View line item details.
3. Click Accept hold in the alert banner.
4. A confirmation dialog will ask you to confirm this action by selecting Accept hold.

Edit and compare a hold

To edit a guaranteed YouTube instant deal hold:

1. Navigate to Inventory > My inventory.
2. Hover over the row with your deal and select Actions > Edit request details.
3. Make your desired adjustments to your and click Get final quote. You’ll see the new quote compared to the existing quote.
4. Review the final terms of the deal and choose whether you’d like to accept and reserve, or hold the quote.
5. Check the box I acknowledge and agree… to accept the terms of the deal. After you’ve accepted the terms, click Accept or Hold quote.

Reporting & measurement

You can use the Basic report templates to measure the performance of your YouTube instant deal. You can filter by line item ID to run a report for only the line items created via YouTube instant deals, or you can run a report combined with other line items.

You can also use the YouTube reports for additional YouTube-specific data like engagements.

Campaign Manager users can see data about YouTube instant deal through enhanced YouTube tracking.

Brand Lift measurement is available to measure your ads’ impact on the perception of your brand.

Search Lift measurement is also available to measure how your ads boost search volume for your brand, providing insight beyond traditional ad metrics.

Considerations

• The flight date for a YouTube instant deal must be at least 24 hours.
• YouTube instant deals that do not trigger an agreed or market rate must end within 120 days of when you reserve the deal.
• YouTube instant deals that trigger an agreed or market rate (example: Masthead or YouTube Select in certain countries), can be reserved >120 days in advance, but must match a time period for which there is an available rate. Contact your Account Manager for more information.
  • A deal that is not eligible to serve for 4 consecutive days will expire automatically. This can happen when there is no creative assigned, the creative is not approved, or the creative is paused.
• The following audiences aren’t available:
  • Custom intent
  • Customer Match
  • Similar audiences
  • Remarketing/first-party audience lists
• YouTube videos must be "Public" or "Unlisted" (not "Private").
• Third party measurement support is limited for Pause ads, Shorts ads and Masthead ads, reach out to your measurement partner contact for more information.
• Some targeting options that are available for YouTube instant deals using in-stream ads are not available for YouTube instant deals using Pause ads, Shorts ads, or Masthead ads.
• Non-skippable ads (60 seconds or less) ad formats will show on connected TV devices on YouTube, and across all devices on YouTube TV. To receive a quote, your campaign must include geography targeting and placement targeting of a YouTube Select lineup. YouTube TV is only available in the United States
• For deals targeting YouTube TV, certain creative content may not be eligible to serve on some channels and may cause underdelivery.
• Videos for Shorts ads must be 5 seconds or longer. Ads longer than 60 seconds will loop in the Shorts environment, and an option to click out to the Watch page to see the full video will appear at the 50 second mark.
• In-stream line items targeting first position are not guaranteed to serve in the first position of a user’s session on YouTube TV.
• Enabling lift studies may increase instant rate CPM quotes for guaranteed deals, and reduce the maximum budget your deal can successfully get a quote for.