What characterizes a programmatic guaranteed deal?

A programmatic guaranteed deal is characterized by the assurance of purchasing a specific amount of inventory at a fixed price. This model offers a certainty of inventory availability and pricing for both the buyer and seller. Unlike auction-based deals, where prices fluctuate based on competition, this agreement locks in the cost and quantity ahead of time, providing a stable planning framework for advertisers and publishers alike.

This fixed pricing model is particularly beneficial for advertisers who want to ensure their ads are placed in premium inventory without the variability that comes with auction-based bidding. Since the deal is agreed upon in advance, it allows for better budget management and campaign execution.

In contrast, options that refer to ongoing negotiations, auction-based bidding, or the usage of remnant ad space do not apply to programmatic guaranteed deals, which are designed to operate under more structured terms. Instead, they emphasize transparency and commitment, setting them apart in the broader landscape of programmatic advertising.