Glossary
What is Sponsorship line item?
Also called: Sponsorship, takeover
A Sponsorship line item is a guaranteed Google Ad Manager booking for a share of impressions, such as a takeover. It has top priority, 4.
हिंदी में पढ़ेंA Sponsorship line item is Ad Manager’s top-priority type, at priority 4. Its goal is a share of impressions rather than a fixed count, for example 100% of a homepage slot for one day. That makes it the natural choice for takeovers and fixed-date sponsorships sold by a sales team.
Sponsorships are guaranteed, like Standard line items at priority 6, 8 or 10, and both get first claim on matching impressions while they need them. During a 100% takeover, priority 12 demand such as Price priority line items and header bids barely sees that slot.
There are two exceptions to keep in mind. Ad Exchange can still compete for Sponsorship impressions through dynamic allocation, using a temporary CPM that Ad Manager calculates to protect delivery. And programmatic guaranteed deals can also run as Sponsorship or Standard line items, so not every Sponsorship is a classic direct sale.
Example
A bank books a one-day takeover of a homepage slot that gets 40,000 impressions a day, at a $10.00 CPM. At a 100% share, the Sponsorship line item takes all 40,000 impressions and earns 40,000 × $10.00 ÷ 1,000 = $400.
Why it matters to publishers
Sponsorships carry high-value direct deals and override almost all other demand on the slot, so their share and dates need to be set correctly.