In terms of transaction, programmatic guaranteed is similar to a direct deal, but with the benefits of programmatic advertising. In fact, a programmatic guaranteed deal of video is also done through a fixed price and volume agreement between the demand side and the supply side, with the transaction being executed by an SSP and a DSP. The programmatic benefits, adding audience data and applying frequency management on the buying side and the management benefits on the selling side make this a more efficient solution.
