Online advertising and the myriad of variables that fall under its umbrella is constantly changing – what is on trend this month, could be completely redundant the next.
There are constantly new technologies being introduced which are fantastic on one hand, but on the other hand can also create confusion in the market. This is particularly true for programmatic media buying, as the tech and trends are evolving at a rapid pace. For example, Programmatic Guaranteed was officially launched into the international market last year, and SouthernX (The SpaceStation’s programmatic unit) has added it to their tech stack. But what exactly does Programmatic Guaranteed mean?
There are already so many definitions of what Programmatic Guaranteed is, but we define it as impressions that can be bought programmatically, but are initiated by direct sales teams (very much keeping in line with the traditional IO process). However, the impressions bought through Programmatic Guaranteed are reserved for a specific buyer and cannot be sold to a different buyer who may bid a higher price. This means that the buyer is assured of securing the inventory they need with all the advantages of programmatic buying, including automation and collection of user data for retargeting campaigns.
Why should marketers and publishers care about it?
Firstly, programmatic guaranteed benefits both buyers and publishers. Using this method of buying, both sides are able to set terms up front and be assured that buying will happen on specific inventory. In other words, the buyer is guaranteed specific impressions, at a set price, and the publishers are guaranteed that their inventory is being bought and at the best price.
Secondly, guaranteed programmatic buying enables buyers to launch retargeting campaigns based on data collected through the first buy. However, buyers should always be using the biggest portion of budget prospecting for users to enter the buying cycle using demographic targeting so that they can be retargeted later.
Who should be using it?
Programmatic guaranteed is a great way for trepid buyers to test the programmatic waters, which is what we’re currently seeing in the local market. Buyers that feel unsure about programmatic are using the method to allow them all of the benefits of programmatic buying, without the uncertainty that comes with bidding for a price and not knowing if they will secure the inventory that they need.
Paula Raubenheimer is head of programmatic at The SpaceStation.