Smart Partners With Google DBM on Programmatic Guaranteed

2018/02/09

Buyers can book deals on premium sites with guaranteed delivery and a fixed price

Advertisers can now more easily get the quality, delivery and price guarantees they seek, with Smart’s new Programmatic Guaranteed integration with Google DoubleClick Bid Manager. Smart is the first independent publisher full-stack platform to announce this Programmatic Guaranteed offering alongside the company.

Programmatic Guaranteed enables buyers to book deals with Smart’s premium publishers, between Smart RTB+ and their DSP, with guaranteed delivery and a fixed price. Smart’s initial Programmatic Guaranteed partner is Google DBM (for which Smart is one of its first partners). Smart is able to offer programmatic guaranteed for web, video, mobile, and in-app environments because ad serving and forecasting are core capabilities that set Smart apart from other supply-side platforms.

About cooperation

“We’re excited to enable new ways to use the power of real-time, data-driven decisions combined with access to reserved publisher inventory. Programmatic Guaranteed simplifies the buying process in one platform and creates new opportunities for advertisers and publishers to connect and we look forward to working with partners of all types to bring this to the market,” said Paul Cocks, EMEA Head of Product for Inventory & Programmatic Direct at Google.

Buyers can now execute transactions for high-impact formats, including Roadblocks and rich media. Smart made this move as part of broad, ongoing push to give more control and transparency to buyers and sellers. As MediaPost reported last month, Smart was the first SSP to block all unauthorised ads.txt domains.

“Buyers need to understand where their advertising dollars are going, so the shift to direct relationships is instrumental,” said Smart Chief Programmatic Officer David Pironon. “Smart provides a clear path for buyers and sellers to transact directly — without the time-consuming workflow of traditional insertions. The industry is moving away from standard IO buys to programmatic, including guaranteed volume deals.

Our full-stack platform’s powerful forecasting engine takes all parameters and demand sources into account so our publishers can readily provide buyers with 100% of volume delivery, while maximising yield with non-guaranteed campaigns,” added Pironon.

About Smart

Smart is a fully transparent ad monetization platform providing programmatic buyers with exclusive access to high quality premium publisher inventory across all channels, screens and formats. We work directly with more than 1,000 publishers worldwide including TracFone, Le Monde, Ozy.com and Wine Enthusiast to deliver display, video, native, and rich-media ads. Smart offers unique solutions to optimize the path between buyers and sellers to guarantee the best opportunities to target audiences at scale.

Relevant is the exclusive reseller of Smart in the Nordics. Contact us if you like to hear more about Smarts services, or to get an official nordic reference.

Source: Smart Adserver

Read also:

How Google’s decision to kill 3rd-party cookies will affect to the digital marketing ecosystem?

2020/02/04

Google has announced its decision to block third-party cookies from Chrome in two years. In practice, this will mean a big change in user data collection and advertising targeting, as Chrome controls nearly 70% of the desktop browser market. After Google’s announcement speculation started immediately – how it will affect programmatic buying of advertising and third-party data audiences, which mainly are based on cookies currently.

Read more

Digital Marketing 2020 – What are the current trends?

2020/02/04

Typically, early in the year, it is anticipated which topics will become the hottest in digital marketing this year. What has already changed the digital world and what is getting around the corner? What are the questions marketers are currently looking for answers to? Here are some themes that will challenge and inspire digital business and marketing professionals in 2020.

Read more

What are 1st, 2nd and 3rd party data and how can they be used in marketing?

2019/12/05

Data is one of the key drivers of successful marketing. One of the biggest challenges for the marketer is crystallizing the data, prioritizing it and making it usable. What kind of data you are most useful as a marketer depends on your current situation and your goals.

Read more

What is TCF 2.0 about and what do you have to do?

2019/11/27

TCF, or Transparency & Consent Framework, is an industry-standard that allows to obtain the required permission for the use of data from consumers and to pass this permission (or prohibition) in an intelligible form to the digital advertising industry. There is a need for a common standard as there is a large number of data-driven players in the market.

Read more

MTVuutiset.fi joins Relevant Audience, which will become Finland’s largest independent data marketplace

2019/11/21

MTVuutiset.fi is joining Relevant Audience, Finland’s largest independent data marketplace. It currently includes 18 million unique browsers, as well as 500 million monthly data collection events.

Read more