The ecosystem of online advertising is in a constant state of change and evolution, and programmatic buying is no exception. Many publishers quickly adopted the new technology in the early days of programmatic ads, while brands and agencies were a bit more hesitant.
The hesitancy was essential because programmatic was (and still is to some extent) a bit of a mystery. It can be hard to understand how programmatic works and even harder to know if it’s the right fit for your brand or campaign.
One of the biggest questions surrounding programmatic Guaranteed is whether or not it’s better than Preferred Deals. In this article, let’s dive into what it is.
What Is Programmatic Guaranteed?
It is a type of programmatic buying that allows buyers to purchase ad inventory from specific publishers at a fixed price in advance.
This buying guarantees that your ad will run on the publisher’s site (hence the name) and gives you higher control over where your ads are seen. It can be a good option for brands targeting a specific audience or site.
Using Programmatic Guaranteed, buyers can also set up private marketplaces, which are used to source premium inventory from specific publishers. Private marketplaces offer tight control over where your advertisements are displayed and can be a good option for brands that want to target high-value audiences.
Is Programmatic Direct the same as Programmatic Guaranteed?
No, both are types of programmatic buying, but they are not the same. Programmatic Direct is a type of programmatic buying that allows buyers to purchase ad inventory directly from publishers without going through an exchange.
With Programmatic Direct, buyers have more control over where their ads are seen and can often negotiate lower prices than they would on an open exchange. Programmatic Direct can be a good option for brands targeting specific publishers or having a large budget.
Regarding Programmatic Guaranteed, buyers are still buying ad inventory through an exchange, but they are guaranteed that their ads will run on specific publisher sites.
What are the three types of Programmatic Guaranteed Campaigns?
Now, let’s explore the three types of Programmatic Guaranteed campaigns that will help you understand how this type of buying works.
1. Sponsorship CPD (Display & Video 360 only)
Sponsorship Campaigns allow you to buy ad space on a publisher’s site for a specific period. This type of campaign is typically used to promote a brand or product on a publisher’s site.
The benefit of this type of campaign is that you can negotiate a lower price with the publisher since you’re committing to running ads on their site for a specific period.
Sponsored CPD is ideal for building awareness or promoting a product on a specific site. Moreover, businesses can use this campaign to drive traffic to their website or landing page.
2. Sponsorship CPM (Display, Video 360 & other demand-side platforms)
Sponsorship CPM campaigns are similar to Sponsorship CPD campaigns, but they’re priced on a CPM basis instead of a CPC or CPA basis. This type of campaign is typically used to promote brand awareness on a publisher’s site.
The benefit of Sponsorship of CPM campaigns is that they’re less expensive than CPC or CPA campaigns. However, the downside is that you don’t have as much control over where your ad is seen since it’s being delivered on a CPM basis. Moreover, it’s ideal for those who want to promote their brand on a specific site but don’t have a large budget.
3. Standard CPM
Standard CPM campaigns are the most common type of Programmatic Guaranteed campaign. This type of campaign is typically used to reach a specific audience on a publisher’s site.
The benefit of Standard CPM campaigns is that they’re more quick and easy to set up than Sponsorship or Private Marketplace campaigns.
Standard CPM is the best way to get started for those looking to use Programmatic Guaranteed to reach a specific audience. In addition, it’s ideal for those who want to promote their brand or product on a specific site quickly.
What are the benefits of Programmatic Guaranteed for App Publishers?
There are several benefits of programmatic guaranteed for app publishers. Let’s look at a few of them:
1. These ads are faster
The fact is that these ads are served through an automated system that makes the process of ad creation and insertion much faster. It is because all the processes are streamlined, and there is no need for human intervention.
2. Higher fill rates and better eCPMs
The main benefit of programmatic guaranteed is that it offers high fill rates and better eCPMs. The ads are purchased in higher quantities and at a fixed price, which ensures that the publishers get more money for each ad impression.
3. Better brand safety
Another advantage of programmatic guaranteed is that it offers better brand safety. The ads are bought from premium publishers with a good reputation. It means there is less chance of the ads being served on sites with inappropriate content.
What Are Preferred Deals? & why is the Preferred Deal CPM crucial?
Preferred Deals are programmatic ad buying in which publishers and advertisers agree to certain terms and conditions upfront, such as price, volume, and inventory. The benefit of Preferred Deals is that they offer more transparency and control than traditional programmatic ad buying.
In addition, Preferred Deals allow publishers to sell their inventory at a fixed price, which ensures that they get higher money for each ad impression. Moreover, Preferred Deals allow advertisers to target a specific user base on a specific site.
Preferred Deal CPM is crucial because it offers higher control to both publishers and advertisers. In addition, it offers higher transparency and more money for each ad impression.
Why Use Programmatic Guaranteed Over Preferred Deals?
There are several reasons why businesses should use Programmatic Guaranteed over preferred deals.
The first reason is that Programmatic Guaranteed offers more transparency. It is because businesses know exactly where their ads will be placed, and they can track the performance of their ad in real time.
It eliminates the manual process of setting up preferred deals, which can be time-consuming. In addition, businesses can save money with programmatic guaranteed because they don’t have to pay a middleman.
Also, it offers advanced audience targeting, covering all the major ad exchanges. Meaning that businesses can reach their target audience more effectively. In addition, it is more scalable than preferred deals.
Now that you know about Programmatic Guaranteed and Preferred Deals, it’s time to get started. AppBroda is a leading mobile app growth and advertising platform that can help you with what steps should be taken to configure a Programmatic Guaranteed campaign and thrive in this specific landscape.
Get in touch with AppBroda to get started!