You're launching a campaign for a national bakery chain that's opening next weekend. They're willing to pay extra to advertise on the homepage of various local news stations, but they want the flexibility to back out if it rains on opening day. What Display & Video 360 deal type should they enter into with the publisher?

The central challenge in this scenario is balancing the need for premium, specific inventory (local news homepages) with the flexibility to not buy if certain conditions aren't met (rain on opening day).

Analysis of Correct Answer(s)

Both a Private Auction and a Preferred Deal meet these two critical requirements.

• Private Auction: This is an invite-only auction where publishers offer premium inventory to select advertisers. The advertiser can access the desired homepage placements but is not obligated to bid. This provides the exact flexibility needed to stop bidding if it rains.
• Preferred Deal: This gives the advertiser a "first look" at specific inventory at a pre-negotiated, fixed CPM before it's offered in the open auction. Critically, the advertiser is not committed to buying any impressions. They can choose to buy or not, allowing them to back out easily.

Analysis of Incorrect Options

• Programmatic Guaranteed: This deal type is incorrect because it involves a binding commitment to purchase a specific volume of impressions at a fixed price. The advertiser would be locked in and could not back out, violating the core requirement for flexibility.
• Open Auction: This is unsuitable because it does not guarantee access to specific, high-value placements like a publisher's homepage. The advertiser would be competing for remnant inventory against all other buyers without any priority access.