Automated Guaranteed – what’s new?

2016/09/19


So here we are again introducing the brand new acronym, AG: Automated Guaranteed. So what is new this time? Well, Automated Guaranteed is the new standard of programmatic trading, which makes guaranteed buying more efficient and tempting and gives the buy side the possibility to buy premium sites easily.

And automation is key to improve ad sales efficiency and help publishers generate more revenue. As programmatic is moving to premium and high priced CPM campaigns, there is a risk for publisher to give up on 20, 30 or more % of their revenue on the lion share of the business.

The OpenDirect standard is basically a way to solve the programmatic black box for premium and bring automation and true price transparency to for both publisher and seller.

So, Automated Guaranteed – what’s new?

Real automation of direct sales workflow it is not Programmatic Guaranteed (based on RTB deals). The old media selling workflow, that publishers and buyers are used to, is a slow, convoluted, labyrinth of steps that shifts focus from value creation and instead fills your time with unnecessary tasks. Automated Guaranteed will allow efficiently buying and selling direct, high impact, and video campaigns across both desktop and mobile in minutes instead of days or weeks with guaranteed revenue for the publishers.

Fast adoption in Finland

Ten Finnish media companies (Sanoma Corporation, Alma Media Corporation, Otavamedia Ltd, Aller Media Oy, A-lehdet Oy, MTV Oy, KSF Media Ab, Kaleva365 Oy, Improve Media Oy and Keskisuomalainen Oyj) will launch a shared Automated Guaranteed marketplace in autumn 2016. The marketplace makes it easier and faster for media agencies to plan and buy digital advertising. The marketplace covers desktop, mobile and video advertising products.

In a press release the new initiative was highly appraised – ’Our goal is to make it easier and more efficient to buy media space. Many of the tools are still in the development phase globally, so it is great to see Finnish media companies and agencies promoting progress in automated buying’, says Johanna Vartiainen, Director of Digital Ad Operations and Development at Alma Media.

’We are pleased to work together to introduce a tool here in Finland that ensures the competitiveness of Finnish media in the digital market’, adds Hans Edin, Chief Commercial Officer at Sanoma Media Finland.

The media companies have selected Adform A/S, a company that specialises in digital advertising solutions, as their shared system provider.

Automated Guaranteed is offering significant advantages for the Sell Side

Smart Adserver will be one of the first publisher full stack solution to offer this integrated service and we are currently working with integrations. Prior to this service, publishers would need an account for each of the buying platforms to perform automated guaranteed; now they will only need Smart Adserver.

On top of all of the improved workflows that Automated Guaranteed offers, the Smart Adserver Automated Guaranteed solution stands out from our competitors by being open to all buyers, regardless of their buying platform, and by being fully integrated in our full stack platform, enabling you to maximize your revenues.  Some of the other advantages of Smart Adservers Automated Guaranteed platform are:

Automated Guaranteed gives the Buy Side instant control

The buy side will get direct access to more than 500+ premium Smart Adserver clients product catalog. We’re offering a direct integration with all publishers (70 billion premium impressions monthly) so no need to contract each one, just partner with Smart Adserver

Trading desks and media agencies can buy directly with any Automated Guaranteed platform of choice. You can easily discover, forecast, negotiate and book campaigns on the most premium inventory through a super easy workflow. And maybe it would also benefit the advertisers budget as you’re accessing media at the true price without intermediaries.

For more info contact: Otto Neubert, otto.neubert(a)relevant-digital.com

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