Programmatic Guaranteed helps remove uncertainty and boost transparency and efficiency in media buying. Connatix is now certified to run Programmatic Guaranteed deals for premium inventory through The Trade Desk, in addition to existing partnerships with Amobee & Beeswax.
The world of programmatic trading can be unpredictable, as prices fluctuate and there’s always a chance of being out-bid. But over the years, buyers, sellers and adtech partners have become more innovative, introducing new offerings to improve efficiency and transparency, maximize budgets, and remove the guesswork from the programmatic process. One of the latest options to hit the market is Programmatic Guaranteed (PG).
Programmatic Guaranteed (PG) is a deal struck between a buyer and a seller, where they agree upon a set delivery for advertising. Connatix has been running Programmatic Guaranteed deals through partners like Amobee and Beeswax, but we were recently certified through The Trade Desk as well - further expanding our ability to bring buyers and sellers together.
We’ve seen clients of all sizes and budgets reach their goals and find value through PG deals. Here’s a breakdown of the key benefits programmatic guaranteed offers to our partners.
The biggest benefit of PG comes from the guarantee. Buyers get exclusive access to inventory at a set price, while publishers get the ability to plan and budget. This is especially useful during popular advertising times like Super Bowl, back to school, or the holiday season when quality inventory is overpriced and scarce, since it allows buyers to lock in budget-friendly premium placements with a partner like Connatix in advance of a campaign launch.
Connatix is on a mission to bridge the gap between publishers and advertisers, and Programmatic Guaranteed is a great tool to achieve that goal. Unlike private marketplace deals (PMPs), which are often open to a small group of advertisers, PG is completely private between one advertiser and one seller, so there is no competition for inventory and more transparency between both parties.
The goal of this effort is to remove some of the unpredictability from programmatic buying, since a buyer and a seller agree on terms including price, impression quantity, pacing, and target audience before launching a campaign. Sellers hold inventory to meet those terms, and everything is applied within a Deal ID, like all private marketplaces. The main thing to note is that buyers must bid as close to 100% of the time because the supply they’re bidding on is reserved for them.
To learn more about Connatix’s offerings for advertisers, including Programmatic Guaranteed, visit connatix.com/advertisers.