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PubMatic direct publishers under different integrations can benefit from PMP-G deals. The best practice is to run PMP-G deals through PubMatic ad tags regardless of your integration type in order to see the best results. Publishers determine what impressions are sent for the PMP-G deal by setting up a line item in the ad server, then insert the associated PubMatic ad tag. That ad server calls PubMatic via the ad tag, and PubMatic is responsible for ensuring that requests go to the DSP and sending all bid responses back to the publisher's ad server. The publisher’s ad server makes all ad decisioning. By including PMP-G, PubMatic lets buyers leverage the benefits of programmatic technology using real-time data, volume, and price.

For publishers under Google Exchange Bidding (EB) or OpenRTB integration, a separate publisher account is required to run PMP-G deals. Contact your PubMatic account managers for details if you are under Google Exchange Bidding (EB) or OpenRTB integration.

PMP-Guaranteed deal creation

The following image provides an overview of the PMP-G workflow and best practices for publishers:


Create a PMP-


G deal


titleWhen planning to offer PMP-Guaranteed Deals…

The best practice for the initial setup is to allow PubMatic to configure three (3) placeholder line items in your Google Ad Manager instance. PubMatic suggests the following:

  • Create the Google Ad Manager Order and name it: PubMatic PMP-Guaranteed
  • Create three line items under this order and name them:
    • PubMatic Line Item - Platinum
    • PubMatic Line Item - Gold
    • PubMatic Line Item - Silver

See the Create Ad Server Line Item section below for more details.

Allow PubMatic to assist in setting up the Programmatic Guaranteed line items to ensure that your line items reflect three different priority levels. Then, at a later date, you will need to add only PubMatic tag.

To determine next steps in providing access, contact your PubMatic Account Manager.


In order to set up a PMP-G deal in PubMatic, you'll first need to set up a site or app, and ad tag(s) for the PMP-G deal in PubMatic if you haven't done so already. Learn more at, Account Setup Guide for Publishers (Sites/Apps & Ad Tags).  You must also download the PubMatic ad tag and insert it into the creative of the your ad server (see Publisher ad server settings above). 

To pass back non-monetized impressions of your ad tags to your ad server, you must set a passback placement for each ad tag you create. Passback placements are important because ad requests you send to PubMatic may be filtered out for various reasons. For example, PubMatic excludes fraud traffic or traffic without ads.txt. In addition, PubMatic may not receive bids for a very small percentage of bid requests sent to a DSP within the timeout period. Passback placements let PubMatic pass back those requests to your ad server.  In the case of a deal that requires time to troubleshoot, a passback placement helps ensure all non-monetized impressions aren't wasted. 


  1. Ensure Platforms and Ad Formats match your ad server settings.
  2. Select the Ad Sizes you will accept for your inventory.
  3. Choose the Sites and Ad Tag you created in PubMatic platform settings.

titleTargeting in PubMatic is usually not required…

Unless instructed otherwise. See Best practices below. 

Best practices

  • Ensure the line item in DSPs goes live first before you send traffic to PubMatic to minimize inventory passed back. 
  • Create a RTB rule to block bids from Open Market for the sites you create for your PMP-G deals if you do not want any bids from Open Market on the inventory allocated to your guaranteed deals.
  • Always create a passback tag in case the buyer side is not ready to bid on the inventory we send to them or troubleshooting is needed.
  • Make sure the ad tag you create for a guaranteed deal is used by one deal only in PubMatic platform. If one ad tag is targeted by multiple guaranteed deals, those deals will compete for the same inventory, and win rates for all those deals will be impacted.
  • For video ads in app environment in the regions with low internet speeds, timeout of media file URI can be an issue which makes it difficult to reach an ideal win rate. This timeout is caused by the ad creative taking longer to load than your current timeout setting. The error implies that the media file is either too large, the bitrate is too high, or it is incompatible with the platform on which it is attempting to render. To mitigate this issue: 
    • Increase the timeout limit of your player
    • Specify the bitrate and size on creatives serving on your apps and ask buyers to follow it (see IAB guide for video bitrate below) 
    • Ask buyers to use a VAST with different sizes of the video media file. 
    • Optimize your app to increase load speed

  • Use PubMatic Funnel Analysis report to troubleshoot deal (learn more). 
  • Use Advertiser Allowlist feature when creating a Deal if the advertiser or advertiser category is blocked by the publisher. 
  • Contact your PubMatic account manager to ensure the PubMatic throttling is turned off.