How can you launch Google Preferred and/or Mastheads ads?
With Brand Lift
Through a Google representative
As an advertiser or ad agency, you can buy placements on a reservation basis–instead of through the AdWords auction–when you want to pay based on the number of impressions (also known as cost-per-thousand impressions) or per day (cost-per-day). Reservation campaigns also let you buy impressions at a fixed rate.
Advertisers and agencies can buy reservation advertising on a fixed, cost-per-thousand-impressions (CPM) or fixed cost-per-day (CPD) basis. You can work with the Google advertising team to get a rate estimate and campaign impression goals.
Read more here: https://support.google.com/partners/answer/6030919