Programmatic

Programmatic Guaranteed (PG) — Definition & Explanation

A deal type that combines automation with guaranteed terms. The buyer and seller negotiate fixed CPM, volume, and targeting, then execute through programmatic pipes. Inventory is reserved and the price is fixed — there is no auction.

How Programmatic Guaranteed (PG) Works

PG deals require bilateral negotiation to set CPM, impressions, and targeting parameters. Once agreed, a Deal ID is created and the buyer's DSP reserves the inventory. The publisher's ad server holds the impressions for PG delivery.

Why Programmatic Guaranteed (PG) Matters for Publishers

PG deals enable publishers to secure predictable, premium revenue from direct advertisers while maintaining programmatic efficiency. They command the highest CPMs in the programmatic stack.

Frequently Asked Questions

What CPMs do PG deals achieve?

PG deals typically command the highest CPMs in a publisher's inventory — often 50-200% above open auction floors — because they guarantee specific inventory quality.

Who negotiates PG deals?

Stellor Media's partnerships team can help publishers establish PG deals with premium advertisers. Publishers can also negotiate directly with their advertiser relationships.

What is the minimum volume for a PG deal?

Volume varies by deal. Most PG deals specify weekly or monthly impression guarantees, typically starting at 1-5 million impressions per month for meaningful scale.

Related Terms

Maximize Your Ad Revenue with Stellor Media's SSP

Ready to put programmatic expertise to work? Join publishers earning 40% more RPM with Stellor Media's publisher-first SSP platform.

Get Your Revenue Assessment →