Programmatic Direct & Guaranteed
Programmatic guaranteed is an automated deal type that executes a directly negotiated buy "” fixed inventory volume at a fixed price "” through programmatic pipes, with no live auction.
Key takeaways
- Programmatic guaranteed commits fixed volume at a fixed price, automated end to end.
- There is no auction "” it is a direct buy that uses programmatic workflows.
- It combines the certainty of direct sales with the efficiency of automation.
- It is especially common in premium video and CTV, where guarantees matter.
Direct certainty, programmatic execution
Programmatic guaranteed reproduces a traditional insertion order "” agreed impressions, agreed price "” but removes the manual trafficking. The deal flows through the SSP and DSP as a prioritized, non-auction transaction, giving both sides reconciliation and reporting automatically while preserving guaranteed delivery.
Why premium and CTV lean on it
For high-value environments like connected TV, buyers often want guaranteed access to specific shows, dayparts or households rather than auction exposure. Programmatic guaranteed lets them lock that in at a fixed price while keeping the operational benefits of programmatic pipes.
| Auction | None "” fixed price and volume |
|---|---|
| Closest analog | Automated insertion order |
| Best for | Premium video, CTV, sponsorships |
| Trade-off | Certainty over price discovery |
Frequently asked questions
What is the difference between programmatic guaranteed and a PMP?
A PMP still runs an auction among invited buyers above a floor; programmatic guaranteed has no auction "” volume and price are fixed in advance.
Is programmatic guaranteed the same as direct sold?
It achieves the same commercial outcome as a direct-sold insertion order but executes it through programmatic systems, removing manual trafficking and reconciliation.