Glossary A–ZLetter P
Programmatic guaranteed
Programmatic guaranteed is a programmatic trading route in which seller and buyer agree price and volume in advance and the transaction is handled automatically through the trading platforms.
No auction takes place. The seller guarantees the volume and the buyer guarantees to take it.
Programmatic guaranteed therefore combines the predictability of a traditional booking with the technical handling of programmatic trading. The agreement is identified by a deal ID sent with the bid requests. An example: a media agency books a fixed number of impressions on station screens for two weeks at a fixed price per thousand impressions and manages creatives and reports through its buying platform.
For operators, the guarantee means that the inventory has to be reserved and actually deliverable. If screens fail, the volume may fall short; how this is handled should be agreed in advance. Checking creatives remains the operator's task here too. Programmatic guaranteed should be distinguished from a private marketplace, in which selected buyers bid exclusively but without a fixed volume.