Glossary
What is Programmatic guaranteed?
Also called: PG, programmatic direct
Programmatic guaranteed is a deal where one buyer reserves a fixed volume of impressions at a fixed price, delivered through programmatic pipes.
हिंदी में पढ़ेंProgrammatic guaranteed (PG) works like a direct campaign but is delivered through programmatic technology. The publisher and one buyer agree a price and a volume up front, and Google Ad Manager reserves the inventory only for that buyer at that price.
Deals can be sorted with two questions: is the price fixed, and is the volume promised? In the open auction and private auctions, neither is. In a preferred deal, the price is fixed but the volume is not. In PG, both are, and the buyer must take the impressions. In OpenRTB 2.6 this shows as guar=1 on the deal, meaning the bidder must bid.
In Google Ad Manager, PG deals run as Standard or Sponsorship line items, so they compete like guaranteed campaigns, ahead of priority 12 demand. That is why PG is programmatic but not remnant. Each PG deal travels through the bid stream with its own deal ID.
Example
A travel brand reserves 500,000 homepage impressions at an $8.00 CPM through PG. The deal is worth 500,000 × $8.00 ÷ 1,000 = $4,000, and the brand must take all 500,000.
Why it matters to publishers
PG lets you sell premium inventory at a fixed price to buyers who prefer to buy through their DSP, combining direct-deal certainty with programmatic delivery.