Glossary/Programmatic/Programmatic guaranteed
What is programmatic guaranteed and how does it work?
How programmatic guaranteed works, how it compares to other deal types, and why it suits audience campaigns.
Written by Samhub with the help of AI·Updated 13 Oct 2026·3 min readProgrammatic guaranteed (PG) is a deal where a buyer and a publisher agree a fixed price and a guaranteed number of impressions, delivered through the buyer’s DSP instead of a traditional insertion order.
Deal types compared
| Deal | Price | Volume |
|---|---|---|
| Programmatic guaranteed | Fixed | Guaranteed |
| Preferred deal | Fixed | Not guaranteed |
| Private marketplace | Auction with floor | Not guaranteed |
| Open auction | Auction | Not guaranteed |
How it works
Agree terms
Audience, volume, price and dates.
Set up the deal
The publisher creates a deal ID.
Buyer activates
The deal runs in the buyer’s DSP.
Deliver and report
Pacing is managed like a direct campaign.
16 pages for publishers, with a checklist for data, programmatic and direct sales.
Why it suits audience campaigns
Buyers get direct-deal certainty with programmatic reporting and controls. Publishers get a fixed price for their audiences, often well above the open auction.
More ad sales with data at Stampen Media, using Samhub.
Frequently asked questions
No. A PMP is an auction with no guaranteed volume.
It replaces the manual booking, but the deal terms are still agreed.
Delivery falls short. Agree how that is handled before the campaign.
Yes, it is a common way to sell first-party audiences.
Related terms
Invite-only auctions for premium inventory.
The code that ties a buyer to a specific programmatic deal.
The signed order for a direct ad campaign.
The software advertisers use to buy impressions.
Committing ad budgets ahead of the year.
A fixed-price deal without guaranteed volume.
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