The Programmatic Glossary
A practical glossary designed to help marketers, advertisers and ad-tech professionals understand the terminology that powers programmatic advertising
Programmatic
Programmatic Guaranteed
A deal type that combines the certainty of a traditional direct advertising deal with the automation and efficiency of programmatic delivery. An advertiser and publisher agree in advance on a fixed number of impressions, at a fixed price, delivered to a specific audience.
HOW IT WORKS
Publisher and advertiser agree on volume, price, targeting and dates. The publisher reserves this inventory for the buyer. When the campaign runs, the DSP (Demand-Side Platform) automatically buys the agreed impressions at the agreed price: no auction, no competition, guaranteed delivery. The ad server ensures the inventory is held back from other buyers.
EXAMPLE
A bank commits to buying five million impressions on a premium financial news site during the launch month of a new product, at a $20 CPM (Cost Per Mille). The site guarantees delivery of those impressions to the bank's target audience. The bank knows exactly what they will get; the publisher knows exactly what revenue to expect.
RELATED TERMS
Preferred Deal | Private Marketplace (PMP) | Deal ID | Ad Server
★ LIMELIGHT INSIGHT: Limelight supports programmatic guaranteed deal types, enabling publisher partners to offer guaranteed inventory packages to premium buyers through automated programmatic delivery.
