Programmatic advertising is the backbone of most app monetization strategies. But direct deals with advertisers who want guaranteed placement can command 2 to 5 times higher CPMs.
What Are Direct Deals?
A direct deal is an agreement between you and an advertiser to run a specific campaign at a negotiated price with guaranteed delivery.
Why Direct Deals Pay More
Advertisers pay for certainty — guaranteed delivery, brand safety, audience quality, and placement control.
When Direct Deals Make Sense
When you have a defined audience, scale in valuable geos, or unique inventory that brand advertisers want.
The most sophisticated publishers layer direct deals on top of programmatic, capturing premium CPMs for their best inventory while ensuring every remaining impression is still monetized.
Setting Up in GAM
Google Ad Manager is built for direct deal management with orders, line items, priority levels, and forecasting tools.