Programmatic Guaranteed has become increasingly popular due to its ability to increase the efficacy of any marketing campaign. You may have the most engaging, top-notch marketing campaign created by experts from across the globe. However, that campaign can be entirely useless and yield absolutely no benefits if you do not have the appropriate audience for it.
Hence, all marketers know that in the end, all marketing strategies and tactics boil down to one key ingredient: the audience. To have an effective campaign, you must target the right kind of people. The ones who will be interested in your products and your brand. This is where Programmatic Guaranteed comes in!
We can say that every successful marketing campaign revolves around the audience; what are their interests? What are their thought processes? What appeals to them? Along with targeting the right kind of audience, it is imperative to reach as many people as you can, which again helps uncover new types of audiences for your brand.
The task at hand seems quite daunting; however, there are numerous tools out there in the digital landscape that can lend you a helping hand. Programmatic Guaranteed is one such efficient tool that can help you reach new audiences and drastically increase conversions and sales.
What is Programmatic Guaranteed?
Okay, great to know that Programmatic Guaranteed can help, but what exactly is it?!
Well, Programmatic Guaranteed, also known as PG, offers the publisher and the advertiser a granular way to trade impressions with one another. Granular to such an extent that the audiences are targeted based on cookies or their device ID!
Fascinating, right? Not if you have been in the marketing world for long. Because in that case, you know how common such strategies are.
So essentially, what happens is that the publisher guarantees to deliver a certain amount of impressions to the buyer. This is in exchange for a price that the buyer agrees to pay for the impressions. Along with the price, all other aspects of the deal are negotiated beforehand. Such as the size of the ad, the platform to be used, and the start/end dates.
After the aspects are pre-negotiated, the publisher’s audience is synced with that of the buyer’s to uncover any standard segments. The segments that are common between them will then be targeted. An exciting part of Programmatic Guaranteed deals is that if the publisher and the buyer do not share an audience segment, no transaction will occur.
“GDPR has increased that scarcity, and as the market matures with programmatic guaranteed, we see an increase of such deals.”
– Guillaume Périé, Head of Programmatic for Europe.
How Does Programmatic Guaranteed Work?
Now that you know about the basics of Programmatic Guaranteed, we can dive into some of the process’s intrinsic workings.
There are some slight differences in the way that every platform handles PG. Once the deal’s specifics have been negotiated and fixed between the publisher and the advertiser, the process then moves on to bid requests. Whenever the publisher’s ad server uncovers the right audience, it then sends a bid request, along with the deal ID, to the buyer’s demand-side platform (DSP)
The DSP task is then to interpret the bid request to determine whether or not it is a match. The deal ID enables the DSP to bid the right price. In the case of the cookie or device ID match, the impression is won.
However, the whole process takes place only after the publisher syncs their Data Management Platform with the buyers. The syncing allows the publisher and the buyer to uncover which target audience to send the bid for.
There is also room for Callouts, in which buyers do not bid on the request by the publisher, despite there being a match.
How can Programmatic Guaranteed Benefit You?
Programmatic Guaranteed has numerous benefits for both the publisher and the advertiser. Let us dive into the perspectives of both.
If you are a publisher, PG can lead you to a higher revenue if you partner up with relevant buyers who depend on Programmatic Guaranteed. You can then negotiate a higher CPM.
Programmatic Guaranteed also enables you to automate the entire negotiation process. You can set up and run campaigns through the same platforms. This saves a lot of time and manual labor.
It can also help provide your consumers with an excellent user experience if you associate with expert advertisers. You can also save your time (and grey matter) because the responsibility of creative ad management also resides with the advertiser.
On the other hand, if you are an advertiser, Programmatic Guaranteed holds numerous benefits for you. First of all, it can drastically increase your ROI. Buyers only bid when there is a match; therefore, the campaign can be successful for buyers with the right kind of content.
Programmatic Guaranteed is also very efficient as the DSP of the buyer does not have to process numerous bid requests. It just bids for the request flagged with the relevant PG deal ID. This can save a lot of your time and resources.
Furthermore, Programmatic Guaranteed deals allow the buyers to run direct buys with advanced targeting, tagless trafficking, and consolidated reporting and billing. It also streamlines buyers’ process as they do not have to deal with multiple invoices and discrepancies.
How the Updated PG Can Help You Reach New Audiences
Along with the other general benefits, Programmatic Guaranteed is powerful because it can help you target and reach new audiences. First of all, it automates the numerous steps of the campaign management process. It thus reduces the effort and manual labor that goes into setting up the deals.
Secondly, it enables you to increase reach for the same budget. This provides you with a better, more productive way to engage with your audience than traditional methods.
Furthermore, Google is now improving PG by adding support for Google Audiences. This is great because it enables you to reach consumers with more accuracy. It also empowers you with more access and control over your media buying.
This support for Google Audiences also ensures you reach the consumers are likely to be interested in your brand or products. Owed to Google’s unparalleled understanding of intent, your campaigns can target only the specific segments of audiences that will engage with your brand. This results in increased efficiency, better reach, and a higher ROI.
Programmatic Guaranteed is immensely beneficial for both the publishers and the buyers. It is essential to analyze your workflows to yield maximum benefits from it. And with these new and enhanced features, Programmatic Guaranteed enables you to effectively reach and target more of the consumers interested in your product.
Programmatic Guaranteed can be a potent tool– let it empower you!
If you have any questions or need help, feel free to contact us.