Programmatic Direct 101 for Buyers: How does Real-time Guaranteed Work?
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.