Published February 2018
With Programmatic Guaranteed, advertisers can buy both reservation and open auction inventory using a single platform, DoubleClick Bid Manager. This gives advertisers one place to manage their entire campaign rather than trying to juggle reservation and open auction buys separately. A single platform allows advertisers to increase their reach by controlling frequency across both buys, so they get better results. In addition, both advertisers and media owners benefit from a simpler and more efficient workflow.
We recently worked with Nielsen and Boston Consulting Group (BCG) to quantify the performance and workflow benefits of Programmatic Guaranteed for advertisers, agencies, and media owners. For a deeper look into the findings, read the full report.
Read more about the Boston Consulting Group research and learn how to get started with consolidating ad buying in DoubleClick Bid Manager.