Direct Sales Enhancement & Custom Refresh

What it is

Direct Sales Enhancement gives you campaign-level control over how direct deals are delivered within Google Ad Manager.

You can define custom refresh and placement behavior for specific line items or advertisers — independently from your global monetization strategy.

Key capabilities

• Anchor campaigns
  Keep high-value campaigns visible by anchoring placements at campaign or advertiser level
• Custom refresh per campaign
  Set specific refresh intervals for individual line items
• Faster refresh when relevant
  Increase refresh frequency for performance-driven campaigns
• Disable refresh when required
  Preserve delivery for branding, CTR, or guaranteed campaigns
• Independent from programmatic
  Direct deals are not impacted by global refresh or yield strategies

Why it matters

Direct campaigns require precise delivery conditions. A global refresh strategy can impact their performance or conflict with commercial agreements.
With dedicated controls, you ensure each campaign behaves exactly as intended.

You protect the value of your premium inventory while improving campaign performance.
You also maintain full control over how direct and programmatic strategies coexist.