Google Marketing Platform

New ways to reach your audiences with Programmatic Guaranteed

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With uncertainty about what will come next and many teams still working from home, marketers tell us they are looking for ways to make every advertising dollar count while also increasing operational efficiency. Programmatic Guaranteed in Display & Video 360 helps you achieve both. First, it gives you a more productive way to engage with your audiences than traditional reservations by increasing reach for the same budget. Second, it reduces the manual work required to set up deals by automating many steps of the campaign management workflow. Today we’re improving Programmatic Guaranteed by adding support for Google Audiences so you can reach people with more precision, giving you more control over how you execute your media buy, and expanding access to premium inventory.

Support for Google Audiences

To make sure you’re only reaching the people who are likely to be interested in your products, Programmatic Guaranteed now supports Google Audiences. This means that you can drive higher ROI by reaching the specific groups of consumers who are most likely to respond to your message based on Google’s unique understanding of intent, in addition to improving reach and efficiency.

For example, if you’re an automotive company planning a campaign to launch a new all-wheel drive vehicle, you can create a deal with a top news publisher to only show ads to outdoor and winter sports enthusiasts. Support for Google Audiences works on all Programmatic Guaranteed deals with Google Ad Manager publishers. Access to affinity segments is available now and we will add support for in-market audiences in the coming months.

Programmatic Guaranteed with Google Audiences is an important step forward in how we enhance reservation buys and allows us to implement consistent audience strategies for our clients across display, video and audio Adam Coulter
Head of Platforms, Omnicom Media Group Australia

New reservation features

We’re also bringing some of the most requested advertiser features from traditional reservations to Programmatic Guaranteed. First, we’ve introduced makegoods, so if a campaign doesn’t go according to plans, publishers will be able to offer extra impressions to make up for delivery issues. Second, in addition to cost-per-thousand impression (CPM) and cost-per day (CPD) sponsorships, you’ll be able to set up the sponsorship by day part or percent of share of voice.

For example, let’s say that you’re a telco operator and have a special offer for Black Friday that starts at 6 PM on Thanksgiving day. With this new feature, you’re able to reserve all impressions available between 6 PM and midnight on Thanksgiving day for the publishers that you have negotiated deals with. You could also decide to run the same promotion on 20 percent of the impressions available throughout the entire day.

Expanded access to premium inventory

In addition to publishers using Google Ad Manager, Programmatic Guaranteed is also available for publisher inventory on several popular third-party exchanges. And we’ve recently added access to four new exchanges: FreeWheel, Kargo, Smartclip and Xandr. When planning for your next campaign, you’ll have access to even more premium reservation inventory that you can buy programmatically.

With these new features, Programmatic Guaranteed will help you reach more of the people who are most likely to be interested in your products while giving you the same controls of direct reservations. If you want to learn more, you can take our latest Skillshop training module on Programmatic Guaranteed, or speak with your account team.