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 The Intelligent SSP™ (supply-side platform), simplifying advertising for marketers, advertisers, and publishers worldwide. As one of the largest SSPs globally, OpenX combines the industry’s only fully cloud-based infrastructure with leading AI capabilities to make digital advertising easier and more effective across every format, including CTV. Built to responsibly deliver quality, performance, and adaptability, OpenX makes digital advertising safer, smarter, and built for what’s next. Learn more at www.openx.com.
