This is part 2 of a 3 part series in understanding the wonderful world of Programmatic Direct.
Ever wondered how exactly a guaranteed programmatic deal would work? Easy – it combines the best of both worlds – direct deal structures and programmatic execution. Here’s how Real-time Guaranteed works in 5 easy steps.
- Buyer: defines audience and other targeting needs
- Buyer: syncs audience data with OpenX via DSP or DMP*
- OpenX: runs a forecast for audience availability on the publisher’s site
- Publisher: presents guaranteed volume, and both parties negotiate and agree on volume commitment and CPM
- Publisher: sends Deal ID to buyer and buyer launches the RTG campaign
*Another option, if the buyer does not wish to sync audience segments, is to let the publisher define the audience based on their first-party audience data.
Stay ahead of the curve on Programmatic Direct: download the full cheat sheet here.
About OpenX
OpenX is an independent omni-channel supply-side platform (SSP) and a global leader in supply-side curation, transparency, and sustainability. Through its 100% cloud-based tech stack, OpenX powers advertising across CTV, app, mobile web, and desktop, enabling publishers to deliver marketers with improved performance and dynamic future-proofed solutions. With a 17-year track record of programmatic innovation, OpenX is a direct and trusted partner of the world’s largest publishers, working with more than 130,000 premium publisher domains and over 100,000 advertisers. As the market leader in sustainability, OpenX was the first adtech company to be certified as CarbonNeutral™ and third-party verified for achieving its SBTi Net-Zero targets. Learn more at www.openx.com.
