Smart Partners With Google DBM on Programmatic Guaranteed
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.
“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.
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.
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Source: Smart Adserver