Channels & programmatic
Programmatic guaranteed
Programmatic guaranteed is a direct deal - fixed price, reserved inventory, agreed volume - executed through programmatic pipes rather than manual insertion orders. It buys certainty for tentpole moments and premium placements at premium prices, with automated delivery and billing.
In practice
PG suits moments where presence is non-negotiable: launches, seasonal peaks, sponsorship-adjacent placements. The trade is paying for certainty rather than auction efficiency.
Because volume is committed, PG lines need the same pacing attention as any other - guaranteed does not mean self-managing.