A Programmatic Guaranteed deal ensures a fixed amount of ad inventory at a pre-negotiated price through direct negotiation with publishers. This type of deal is made between one publisher and one advertiser and guarantees ad placements, offering budget predictability and avoiding auction volatility. Despite automation through programmatic platforms, PG deals involve direct agreements, ensuring tailored terms.

PG deals are beneficial for advertisers seeking guaranteed exposure and predictable costs while still taking advantage of the efficiency and targeting capabilities of programmatic advertising

How does the Programmatic Guaranteed deal work?

A Programmatic Guaranteed (PG) deal involves several steps to ensure smooth execution and fulfillment of the agreed-upon terms. Initially, the advertiser and publisher negotiate the deal terms, such as the amount of inventory, pricing, targeting criteria, and campaign duration. Once they reach an agreement, the publisher generates a Deal ID and shares it with the advertiser, who then inputs this Deal ID into the demand-side platform.

The advertiser configures the campaign in the DSP by specifying the Deal ID, creative assets, and targeting parameters according to the negotiated terms. The demand-side platform uses the Deal ID to access and purchase the guaranteed inventory, ensuring that the agreed-upon impressions are delivered at the pre-negotiated price.

Throughout the campaign, the platform integrates audience data and targeting capabilities to optimize ad delivery and reach the desired audience effectively. IQM’s platform provides real-time reporting and analytics, allowing the advertiser to monitor performance metrics and ensure the campaign meets its objectives.

After the campaign concludes, IQM’s platform handles financial reconciliation. This process allows the platform to facilitate the automated execution, monitoring, and optimization of the PG deal, ensuring compliance with the terms negotiated.

What is a PG campaign?

A Programmatic Guaranteed campaign is a specialized campaign type designed exclusively to accommodate PG deals.

Advertisers can specify only the essential criteria required for PG deals, such as campaign information, budget specifics, and attach PG deals. Other targeting parameters are not available for PG campaigns, ensuring a streamlined and focused setup process.