Inventory, Deal Types, and Supply Path Optimization
Domain 4: Inventory, Deal Types, and Supply Path Optimization
This domain tests buying routes: open auction, private marketplace (PMP), preferred deal, and programmatic guaranteed (PG), plus how supply path optimization (SPO) changes access and cost.
Core rules and concepts
- Open Marketplace offers broad reach and auction pricing; PMP gives invited access with deal IDs, often fixed or floor pricing; preferred deals set price before volume; PG guarantees impressions if delivery terms are met.
- A deal is only usable when the deal ID, supply partner, inventory type, and geo/device targeting align. PG needs confirmed terms, not just a deal ID.
- SPO shortens the path to supply by prioritizing direct or high-quality partners; it can improve transparency and reduce take rates, but over-narrowing can cut reach.
- Check bid factors and fees: a low CPM on an indirect path may cost more than a higher CPM direct.
Worked example
A sports advertiser wants premium playoff inventory. It uses PG for guaranteed impressions, a PMP for reserved access, and open auction for reach. If the PG deal ID is pasted into an open-auction Ad Group, the guaranteed terms do not apply. Reasoning: deal type and buying route must match the Ad Group setup.
Traps that cost marks
- Treating a PMP deal ID as a guarantee.
- Applying SPO so aggressively that unique reach collapses.
- Ignoring deal flight dates and floor prices.
- Comparing CPMs without fees or viewability.