9 October 2023
Last modified: 14 March, 2022
Direct guaranteed deals add pacing capabilities to direct deals, allowing the advertiser more control over delivery. With direct guaranteed deals, advertisers do not have to commit to bid on almost all bid requests sent out by the supply-side platform (SSP), as is the case for programmatic guaranteed deals.
The direct guaranteed deal was initially launched when programmatic guaranteed deals were not widely supported – however, if a buyer’s demand-side platform (DSP) now supports programmatic guaranteed deals, these are the better choice to deliver guaranteed campaigns.