A retailer is launching a seasonal sale in three days and needs to secure inventory from a specific publisher quickly without a long negotiation period. Which non-guaranteed deal type should they secure?

A private auction is a non-guaranteed auction where a publisher invites selected buyers to compete for its inventory, and the impression goes to the highest bid above the minimum CPM . Google Help That structure fits a buyer who needs access to inventory from a specific publisher without setting up a guaranteed reservation. Google Help It is a better fit for a short lead-time launch because the buyer can use the publisher’s invited auction inventory instead of relying on a one-to-one fixed-price arrangement. This is an inference from Google’s deal definitions. Google Help+1 By contrast, a non-guaranteed fixed deal is an exclusive advertiser-to-publisher relationship with a fixed CPM and often a minimum spend expectation, which is less aligned with the need for fast, flexible access. Google Help