Sending Proposals
How to build and send campaign proposals to publishers on Tap.
Overview#
A proposal is a formal campaign request that you send to publishers on Tap. It packages your media plan — including the platforms, ad formats, budgets, and flight dates you've selected — into a structured request that publishers can review, accept, or negotiate.
Think of a proposal as the bridge between planning and activation. Once a publisher accepts your proposal, the campaign moves into production and your ads are scheduled to run.
What's Included in a Proposal#
Each proposal contains the information a publisher needs to evaluate your campaign:
- Line items — The specific ad placements you're requesting (formats, quantities, scheduling)
- Budget — The total spend allocated to that publisher's inventory
- Flight dates — When you want the campaign to start and end
- Creative requirements — Any assets or specifications the publisher needs from you
- Notes — Additional context, preferences, or requirements for the publisher
Building a Proposal from Your Media Plan#
Your media plan may span multiple publishers and platforms. When you submit, Tap automatically splits your plan into individual proposals — one per publisher — so each publisher only sees the line items relevant to their inventory.
Finalize your media plan
Make sure all line items in your plan have complete configurations: ad format, flight dates, quantity, and budget. Incomplete line items will be flagged before you can submit.
Review the proposal summary
Click Review & Submit from your media plan. Tap shows you a summary grouped by publisher, so you can see exactly what each publisher will receive. Review the totals, dates, and line item details for each proposal.
Select platforms and line items
You don't have to submit everything at once. Use the checkboxes to select which platforms and line items to include in this round of proposals. This is useful when you want to stagger submissions or test with a subset of publishers first.
Add notes for publishers
Each proposal has a notes field where you can include context for the publisher. Use this to communicate:
- Campaign objectives or brand guidelines
- Preferred programming or dayparts
- Sponsorship or integration requirements
- Deadlines for creative delivery
- Any flexibility on dates or pricing
Submit your proposals
Click Submit Proposals to send your requests. Each publisher receives a notification and can review your proposal in their dashboard.
Response times vary by publisher. Most publishers respond within 2-3 business days, but during peak advertising seasons (Q4, major events), it may take longer. You can see each publisher's typical response time on their platform profile.
Tracking Proposal Status#
After submission, each proposal moves through a series of statuses. You can track all your active proposals from the Proposals tab on your dashboard.
Status Definitions#
- Pending — The proposal has been sent and is awaiting the publisher's review. No action is needed from you yet.
- Accepted — The publisher has approved your proposal as-is. The campaign moves into the activation phase and you'll be prompted to upload creative assets.
- Negotiating — The publisher has responded with changes or counter-offers. Review their suggested modifications and decide whether to accept, adjust, or decline.
- Declined — The publisher has declined the proposal. This could be due to inventory availability, scheduling conflicts, or pricing. Check the publisher's notes for details.
Monitoring Your Proposals#
The proposals dashboard gives you a real-time view of where each proposal stands:
- Filter by status to focus on proposals that need your attention
- Sort by date to see the most recent submissions first
- Click into any proposal to see the full details, publisher notes, and history of changes
Handling Counter-Offers#
Publishers may accept your proposal with modifications — this is common and is part of the normal negotiation process. When a publisher counter-offers, you'll see their proposed changes highlighted in the proposal detail view.
Common Counter-Offer Scenarios#
- Date changes — The publisher may suggest alternative flight dates based on inventory availability
- Pricing adjustments — Rates may differ from the estimated pricing shown during planning, especially for premium inventory or sponsorships
- Format substitutions — A publisher might suggest a different ad format that better fits their programming or delivers stronger results
- Quantity adjustments — Available inventory may be limited, so the publisher might propose fewer spots or impressions
Responding to Counter-Offers#
Review the changes
Open the proposal and review the publisher's modifications. Changed fields are highlighted so you can quickly see what's different from your original request.
Accept, adjust, or decline
You have three options:
- Accept the counter-offer as-is to move forward
- Adjust your proposal with new terms and resubmit
- Decline the counter-offer if the changes don't work for your campaign
Communicate with the publisher
Use the notes field to explain your reasoning, ask questions, or propose alternatives. Clear communication helps reach agreement faster.
Counter-offers have an expiration window. If you don't respond within the timeframe specified by the publisher, the counter-offer may expire and the inventory could be released to other advertisers.
Tips for Successful Proposals#
- Be specific in your notes — Publishers appreciate clear communication about your goals, brand guidelines, and any requirements. The more context you provide, the faster they can evaluate your request.
- Check publisher availability first — Review the platform profile for blackout dates, lead times, and inventory levels before submitting. This reduces the chance of declines.
- Start with flexible dates — If your campaign timing is flexible, mention it in your notes. Publishers are more likely to accommodate your request if they have room to adjust scheduling.
- Bundle line items strategically — Grouping related placements (e.g., all radio spots for one market) into a single proposal makes it easier for publishers to evaluate and respond.
- Respond to counter-offers promptly — Quick responses keep the negotiation moving and signal to publishers that you're a serious buyer.
Resubmitting Declined Proposals#
If a proposal is declined, you can modify and resubmit it. Common adjustments include:
- Selecting alternative flight dates with better availability
- Adjusting your budget to align with the publisher's rate card
- Choosing different ad formats that the publisher has in stock
- Reducing the number of spots or impressions to match available inventory
To resubmit, open the declined proposal, click Edit & Resubmit, make your changes, and submit again. The publisher will receive a new notification.