Glossary/Programmatic/Preferred deals
What is a preferred deal in programmatic advertising?
How preferred deals work, how they compare to other programmatic deals, and when to use them.
Written by Samhub with the help of AI·Updated 13 Oct 2026·3 min readA preferred deal gives one buyer the first chance to buy impressions at a fixed price before they go to auction, without any guarantee on volume.
Deal types compared
| Deal | Price | Volume | Buyers |
|---|---|---|---|
| Preferred deal | Fixed | Not guaranteed | One |
| Private marketplace | Auction with floor | Not guaranteed | Several |
| Programmatic guaranteed | Fixed | Guaranteed | One |
How it works
Agree price and audience
With one buyer.
Create a deal ID
In the SSP.
Buyer gets first look
Buys what it wants at the fixed price; the rest goes to auction.
16 pages for publishers, with a checklist for data, programmatic and direct sales.
When to use it
Preferred deals suit buyers who want a fixed price for a specific audience but flexible volume, a good step between the open auction and guaranteed deals.
CPM uplift at Stampen Media after activating first-party audiences with Samhub.
Frequently asked questions
No. A PMP is an auction among invited buyers; a preferred deal has a fixed price for one buyer.
No, they can pass on any impression.
It is agreed between the publisher and the buyer.
Less than PMPs, but useful for audience deals with key buyers.
Related terms
Invite-only auctions for premium inventory.
A fixed-price, reserved deal bought through programmatic.
The code that ties a buyer to a specific programmatic deal.
Programmatic auction open to any buyer.
Direct deals bought through programmatic.
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Get the Media Monetization Playbook: how media houses turn first-party data into higher CPMs, data deals and direct sales. With checklists for every step.
