Locked in rates. Guaranteed Impressions. All Automated
Basis is excited to announce that we are adding programmatic guaranteed to our channel mix! This form of media buying allows you to lock in a set number of impressions at a fixed price. With increased transparency, you’ll know exactly what inventory you’ll be buying, avoid fluctuating costs, and ensure your budget will be spent in full without over or under-deliveries. But what is it exactly? Programmatic Guaranteed (PG) is a form of digital media buying that allows a programmatic buyer to connect with a publisher and pre-agree on a deal. The deal can then be added to Basis via a unique Deal ID and seamless integrated alongside your other Basis campaigns.
Sounds cool, but why should I consider switching from IO-based direct buys?
Like IO-based direct buys, buyers will be able to plan campaigns more effectively by having a certain number of impressions locked in, which will help avoid under-delivery and under-spending. But with PG, we can reduce many of the manual tasks associated with other types of media buying such as the manual creation of IOs and data entry. Publishers also tend to reserve certain inventory for PG deals, which Basis users will now have access to.
A key benefit of PG being introduced into Basis Platform is the integration of data into one platform.
Reporting – KPIs and other data are automatically brought into the platform via the analytics screen and reporting section of Basis, meaning they can be viewed alongside any other campaigns and tactics that may be in flight.
Inventory Control – Since deals are being made directly with the publisher, the buyer will always know exactly where their ads are appearing. This also adds an element of brand safety.
Actualization and budget reconciliation – Easily reconcile delivered impressions with your media plan since all the data lives in the DSP.
Billing/Invoicing Consolidation: with PG, your buys flow through DSP pipes. As such, all PG buys get included in your DSP invoice. This saves the headache of paying multiple vendors, if you begin using PG in place of what used to be direct buys. This also speeds up vendor approval processes as Basis is already an approved vendor from a billing perspective.
Attribution within ad tech is typically related to measurement.
Reach out to your CSM to learn more about how to get started planning your PG campaigns today! Or get more technical information by reading the programmatic guaranteed article in the help center.