Five Ways in which Programmatic Guaranteed can Help Boost Your Campaign Performance

Google’s Programmatic Guaranteed (also known as Programmatic Direct) aims to make media buying transactions easier and more efficient than traditional Private Marketplace (PMP) deals. 

Here are five ways in which Programmatic Guaranteed (PG) does this:

1. Commercial Model

Conceptually, PG is very similar to selling something on TradeMe for a fixed price. The publisher sets a price (usually cost-per-thousand, or CPM) for their inventory and lists it in the ad exchange’s marketplace (in this case the ad exchange acts like TradeMe). 

A buyer (usually an advertising agency or brand) then reviews the listed product and sends a proposal to buy the inventory to the publisher (or lister). This initiates a transaction process, and once both parties mutually agree on the terms and conditions, the buyer’s campaign will be changed to a “Ready” state, waiting to commence.

2. Options depending on what you need

Depending on the type of campaign you plan to run, you can choose whether to buy untargeted inventory, or inventory targeting a specific audience. Once you start the buying process you will go through the following stages before your campaign launches and goes live.

Standard Buy – Inventory only

Audience Buy – Inventory plus audience

3. Best buy for peak season

While PMP deals and PG are both non-open market methods of buying inventory, they are not the same. Inventory is pre-reserved for the buyer in a PG as opposed to buying having to compete in an auction to win inventory in a PMP deal.

The buyer pays a fixed, pre-agreed price when buying via PG, but in PMPs the buying price is a function of the competition at the auction. So, during peak seasons, it is commercially beneficial to buy via PG versus PMP.

PG buyers also get access to the inventory in advance of PMP buyers. Hence, if you are buying the same publisher inventory on PG versus PMP, or versus the open market, the performance of the inventory will be much better on PG.

This is offset against the buyer committing in advance to a volume of inventory and spend in a PG versus no prior commitment to volume or spend in a PMP. You can also think of PG as the programmatic equivalent of a traditional insertion order (IO) media buy.

4. Flexibility on the fly

Regardless of the publisher, once the campaign has started, the buyer has real-time access to all campaign statistics and reports, and can add, remove or modify any creatives associated at any time.

5. Less invoices

The buyer pays the demand side platform (DSP) directly, without the need for invoices from publishers.

How do you buy it?

You can send us an email at advertise@mi9.co.nz or, if you feel adventurous, try our self-serve storefront via DV360’s inventory Marketplace.