A one-to-one programmatic arrangement in which the buyer gets a first look at a publisher's inventory at a fixed CPM before it goes to auction, without committing to buy any volume. The buyer may decline any impression. Preferred deals sit between Private Marketplace auctions and Programmatic Guaranteed in commitment and price certainty.
Related terms
Cite this entry:
Agency Echelon. "Preferred Deal." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/preferred-deal/