Automated Guaranteed – The Benefits for Advertisers and Publishers Alike

The modes of buying inventory programmatically extend beyond the open auction format. Pioneering advertisers use a combination of buying methods to execute successful digital marketing campaigns. Earlier in the year, we shared our own definitions of the most common non-remnant buying methods: Automated Guaranteed, Premium Programmatic, and Private Marketplace deals, and in this post we’ll delve a bit deeper into how advertisers and publishers each benefit when they use these modes of buying and selling.

Benefits for Advertisers

Advertisers using a marketing operating system can secure committed buys around volume and value and seamlessly traffic these deals into a publisher’s ad server. Automated Guaranteed directly connects marketers with the web’s most premium publishers through a single platform, and enables marketers to search for inventory that they know delivers results. Through MediaMath’s Deal Discovery app, which acts as a backbone that houses programmatic planning tools for premium media buying, marketers are able to search for inventory that is not available in networks or exchanges; inventory that is typically directly sold by the publisher.

By leveraging Premium Programmatic, marketers access to audiences ahead of the open exchange. They benefit from being able to target more users, and in advance of some of their competition.

Benefits for Publishers

Advertisers aren’t the only ones that gain value from guaranteed and private marketplace deals. Through Automated Guaranteed, publishers are able to easily promote their available inventory, from the efficiency of discoverability, as well as the direct negotiation and trafficking of premium buys without the high overhead and manual work of the RFP.

Smart publishers who embrace the new ways to transact with marketers leverage frameworks like MediaMath’s Deal Discovery App to market their inventory directly to marketers without ever having to pick up the phone. Programmatic Premium also gives publishers the benefit of higher CPMs.

Furthermore, publishers are finding operational efficiencies through Automated Guaranteed and Premium Programmatic — helping ensure their premium inventory and audiences help achieve marketers’ goals without high infrastructure costs. By using the open exchange, publishers can identify advertisers that they haven’t worked with before, and are able to target their sales teams on new brands that can be migrated up funnel to a guaranteed buy.

Programmatic technology reduces the intermediaries that stand between the advertiser and the publisher and is drastically changing the digital media marketplace for the better. Real conversations between brands and publishers are coming together, and both sides are finally sitting on the same side of the table, focused on efficiency, scale and performance throughout the entire value chain.