Reminder: v201708 will be sunset on August 31, 2018.

Programmatic & Sales Manager Overview


The guides in the following section outline a high-level overview of how to use DFP sales management and programmatic guaranteed (with or without sales management enabled). Both flows leverage many of the same objects and fields, it’s important to distinguish that all programmatic entities used in trafficking will have an entity-specific MarketplaceInfo object i.e. ProductTemplate, Product, Proposal, and ProposalLineItem.

Programmatic not using sales management

  1. Create Proposals - Programmatic Proposals define the terms of who will be doing the negotiating. You define the buyer information, the traffickers, and the salespeople.

  2. Create Proposal Line Items - Programmatic ProposalLineItem are very similar to line items. These are to-be-created line items in which you define the targeting and pricing information to be negotiated with the buyer.

    • Creating Programmatic Proposal Line Items
  3. Sending Proposals to marketplace - Once you’ve populated your proposal with programmatic ProposalLineItem objects, you can then (depending on state) send it to Marketplace to handle the negotiations. See here for more details on interacting with the proposal once it has been created.

    • Requesting Buyer Acceptance for a Proposal

Using Sales Management (with or without programmatic)

  1. Creation of catalog - The concept of a catalog is your entrypoint into using sales management. ProductTemplates allow you to specify targeting to create and activate multiple Products at once.

    • Sales Management Only
    • Programmatic - Creating programmatic product templates requires you to specify the Marketplace specific info i.e. what AdExchange environment to push to as well as any additional terms you wish to pass to the buyer
  2. Creation of rate cards and base rates - Rate cards and base rates define your pricing information. These specify how (whether it’s CPD, CPM, CPC, etc.) and how much you you want to charge for your inventory.

    • Sales Management Only
    • Programmatic - When using rate cards with programmatic objects, there are special rate cards that exist in your network for use with Marketplace (these have a label denoting them as such in the UI). You would only use these to create ProposalLineItems for programmatic Proposals.
  3. Create Workflows - (optional) to fit your teams’ sales flow

  4. Create Proposals - Proposals are the sales equivalent to orders; you define the budget, the advertiser, and general information about what you're selling at a high level.

    • Sales Management Only
    • Programmatic - Programmatic Proposals are extremely similar to their traditional sales management counterparts, but like ProductTemplates - require Marketplace information to be set. When these are publisher initiated, there needs to be a buyer specified.
      • Create Programmatic Proposals - See here for more details on interacting with the proposal once it has been created.
  5. Create Proposal Line Items - Proposal line items are the sales equivalent to line items. They combine a rate card and a product to price and define the serving criteria of a to-be-created line item.

    • Sales Management Only
    • Programmatic - ProposalLineItems follow a similar paradigm, with the new information being encapsulated by the MarketplaceInfo object. Like the Product being used, you will need to set the AdExchange environment you’re pushing to


DoubleClick for Publishers API
DoubleClick for Publishers API