Considerations when you negotiate a deal

Recommendations to bear in mind when you negotiate a deal:

• Decide how long the deal will be active
• Keep in mind the possible number of preferred deals that are set up

Pricing

• Consider where your CPM ranks in comparison to others
• Negotiate a gross CPM that you can both agree on.

URLs

• Identify which URLs correspond with the deal ID
• Inform the seller the destination URLs of the advertisers you plan on running. They need to make sure they are not blocking these URLs in their advertiser settings.
• Determine if you able to offer unique URLs for particular regions (in other words, about.com/nyc, about.com/chicago)

Inventory

• Figure out the availability of sections of your site
• Quantify available impressions (day/week/month)
• Determine if there is a minimum number of impressions you need us to buy to conduct a deal
• Inquire if you have exclusive access to this inventory. If you are not exclusive, find out what other hindrances are in place for these placements.
• Ask whether this inventory is normally available through an exchange
• Details about the inventory that they plan to make available (What site is it? Is it ROS, sports, homepage, and so forth?).

Allow, Block and Target

• Identify the advertisers or vendors you block
• Tell the seller what ad technology (or technologies) you have declared in your ads. They need to make sure they have allowed these in their settings.
• Ask the seller what domains you need to target in your campaign(s).
• If you plan on using remarketing lists when targeting these sites, ask the seller if they allow that in their ad unit.
• If you plan to perform data collection when buying these sites, ask the seller if they allow that in their ad unit.
• If the publisher uses Creative review and you plan to target by site only, remind the publisher to approve your adgroup/campaign.