Introducing Programmatic Guaranteed

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.

This includes:

• 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.

Feature Announcement: Programmatic Guaranteed

A new way to buy in Basis!

We're so excited to bring programmatic guaranteed inventory to Basis! For those not familiar, programmatic guaranteed (PG) is a form of digital media buying that allows programmatic buyers to connect with a publisher and pre-agree on a deal that includes a guaranteed number of impressions to be delivered at a fixed CPM. PG will exist as its own channel type alongside DSP, search, social, and direct.

What are the benefits of executing PG deals compared to IO-based direct buys?

IO-based direct buys are good for securing impressions ahead of time at a fixed rate. It allows for planning around busy seasons like elections and Black Friday. They are also great for avoiding under-spending and under-delivery as all aspects of the deal are worked out ahead of time. But technology in the advertising space has come a long way since IO-based direct buys became the standard. And PG combines the reliability and predictability of IO-based direct buying with the time-saving automation of programmatic buying.

Furthermore, by running PG alongside your other channels, all your data will be aligned into one platform. This includes:

• 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 and aren't reliant on third-party data from publishers.

• Attribution – 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.

How PG works within Basis Platform

PG happens in two phases, negotiation and execution. The negotiation phase involves working directly with a publisher to outline the details of the deal including impressions, dates, targeting, and costs. Once these details have been agreed upon, the publisher will provide a unique deal ID which can then be imported into Basis. As a reminder, a great place to start with a PG deal if you're new to the process is the Inventory Directory. Here you can browse publishers and contacts that already work with Basis.

Adding a PG Deal

1. Click “Add Deal” found within the Inventory Directory > My Deals

2. Select Type = “Programmatic Guaranteed”, and select the exchange that the Publisher is selling their inventory through (this information is gathered when negotiating/communicating with the Publisher).

3. Enter the Deal ID that has been provided from them via the publisher.

4. 4. Fill out the information that was provided in the Publisher correspondence.

5. 5. Click "Save"

Executing a PG Deal

1. After the desired PG Deals have been added, you can create a new Media Plan or add to an existing one. To add Programmatic Guaranteed on a plan, click on the Inventory source dropdown and select "Programmatic Guaranteed.

2. Click "New Line Item" within the Programmatic Guaranteed section to create a new PG Line Item

3. Click on the three dot menu to the left of the Line Item to "Add New Group"

• PG Groups are simplified, by design. They only require Name, Status and Dates.

• Simple checks at the Group level:

• Status should be online in order for the Deal to run

• Dates should match the date range negotiated in the deal. This should also be reflected at the Line level and Tactic. Larger (more expansive) date ranges can be used as well if desired but will impact the pacing percentage.

4. To create a Tactic, click "Add Tactic" located in the 3 dot menu next to the Group. The setup steps are as follows:

• Add Deals

• Add General Tactic info: Name, Dates, Bid and Budget

• ⚠️: Dates, Bid and Budget need to correspond to the parameters of the Deal(s) added. If the Tactic has a bid, budget, or date range that is incompatible with the deal (i.e. bid is below the Deal floor price, or dates end before the date range of the PG Deal) then the Tactic will fail to win all impressions from the PG deal.

• Options for Add-Ons: Should the Media Buyer want to include any add-on services, they can select and add during this stage of the Tactic setup. Any add-ons included will have their corresponding CPM fee added to the Tactic.

• Creatives: Select the desired associated creatives to the PG Tactic.

• Conversions: If the Media Buyer is interested in Conversion Tracking, they can select the corresponding Conversion pixel during this step.

We are so excited to help customers get started running PG deals within Basis. For more detailed instructions, you can visit our help center article. You can also reach out to your CSM with any questions to start getting the most out of PG today!

The Basis Minute | January 2022

Each month, we curate the best of our resources, product updates, industry articles, training, more to be delivered right to your inbox.

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Contents:

• Basis Platform Updates

• Recent Content

• Upcoming Events

Basis Platform Updates

We are constantly working to improve our platform and offerings. You can find updates on our Basis Releases page weekly. Here’s what’s new:

Tactic Conversion Performance

The newly added conversion tab on the DSP Optimize page will save you time by allowing you to view tactic performance data directly in platform rather than having to pull reports. Learn more.

Import/Export Media Plan

Simplify the media plan creation process by uploading them as a spreadsheet and enable cross-team collaboration for those who may not be familiar with Basis Platform. Learn more.

DSP Change History

Capture user-initiated changes at the Line Item, Group, and Tactic levels to help troubleshoot, analyze, and report on campaigns. Learn more.

Recent (& Exciting!) Content

2023 Trends Report

The year ahead will bring a host of major changes and serious challenges to advertisers. But where there is change, there is also opportunity, and for those savvy marketers who are willing to evolve with the changing media landscape, 2023 could be quite a year. This report aims to showcase those opportunities and highlight how advertisers can best capitalize on their potential.

Get Report

Digital Sea Change: 2023 Trends

From new privacy regulations to increasing consumer expectations, there’s a lot for brands and agencies to navigate in 2023. In this webinar, our Media Innovations and Technology team, Noor Naseer and Kaitlin O’Brien, break down how to identify & capitalize on opportunities in this transforming media landscape.

Watch Webinar

Upcoming Events

Basis Technologies Webinar: Campaign Launch & Monitoring Tools

In Episode 3 of our Media Buyer Workflow webinar series, “Basis Expert” Celine Schulte will be highlighting helpful tools that allow you to effectively launch, monitor, and measure your campaigns.

Tune in on Tuesday, January 24th at 1:00 p.m. CT to hear her insights.

RSVP here

From Our Blog

Programmatic Advertising Trends to Know for 2023

Despite the ever-changing nature of digital advertising, the relevance of programmatic remains constant. Here, we’ll dive into 7 programmatic trends for advertisers to capitalize on and power growth. Read more.

A Digital Marketer’s New Year’s Resolutions

This is a great time for digital marketers to set goals, evaluate, and improve. We came up with 4 resolutions that are sure to bring success in the new year. Read more.

Creating Personalized Customer Experiences with Advertising Automation

In today’s campaigns, brands are compelled to move beyond a blanket targeting approach and instead create content that caters to their audience’s unique experiences. Here’s some advice on personalization. Read more.

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