Somewhat ironically, while the efficiencies of programmatic are spreading to “premium” inventory, the industry jargon used to describe the various models has created an unnecessary new layer of complexity because of a conflation of terms. MediaMath is committed to both simplifying the landscape and streamlining efficiencies, while simultaneously innovating to maximize performance.
Here’s how we define three methods of buying non-remnant inventory that are increasingly part of the ad tech vernacular: Automated Guaranteed, Premium Programmatic, and Private Marketplace deals.
Automated Guaranteed
Automated Guaranteed is often used interchangeably with Programmatic Direct, Programmatic Guaranteed and Programmatic Reserved, however the IAB has officially termed this process as Automated Guaranteed, thus the term we use at MediaMath.
Automated Guaranteed gives marketers access to premium inventory across key portals and sites on a reserved, upfront basis. Instead of having to rely on the tedious methods of managing premium media through a spreadsheet, advertisers and agencies can find and purchase private marketplace and direct deals at a fixed price through a single platform.
Automated Guaranteed inventory is available through MediaMath’s Deal Discovery app within TerminalOne which enables marketers to search for inventory that is not available in networks or exchanges; inventory that is directly sold by the publisher. They can then subsequently execute those buys through the platform and take advantage of the advanced reporting and insights that one receives with open exchange buying.
Automated Guaranteed, however, is not to be confused with…
Premium Programmatic
Premium Programmatic uses the auction-based, RTB infrastructure for premium inventory, giving access to a class of supply previously not available on the open exchange. Unlike Automated Guaranteed, which is an upfront buy, Premium Programmatic enables marketers to optimize towards impressions and leverage the optimization and targeting capabilities of RTB buys. Premium inventory is always-on supply at a direct-sold level priority.
Although only a handful of publishers have released the stronghold on their most premium inventory into the open exchange for advertiser bidding to date, it should not be regarded as any less superior than if purchased through a direct buy.
And let’s not forget…
Private Marketplace Deals
These “first” or “preferred” looks can give marketers access to audiences and transparency ahead of the open exchange as long as they commit to the higher cost.
Private Marketplace Exchange (PMP-E) provides preferred access to inventory before it hits the open auction and is traded via real-time bidding.
Private Marketplace Direct (PMP-D) allows for buyers to set-up tag-based media buys, onboarding inventory purchased directly from the publisher on a guaranteed basis.
As publishers become savvier and more comfortable with programmatic technology, there will be an increase in the amount of inventory they make available programmatically, which will introduce them to new buyers, as well as make the media buying process more efficient.