MWC

Programmatic Guaranteed saves publishers and advertisers more time, says Google

Tyrone Stewart

GoogleGoogle’s Programmatic Guaranteed, which is a method of delivering ad campaigns with a guaranteed number of impressions, reportedly saves publishers 57 per cent more time than traditional programmatic reservations.

According to research conducted by the management consulting firm Boston Consulting Group (BCG), which was commissioned by Google, the system also saves agencies and advertisers 29 per cent more time, while they still continue to have the same level of control over their campaigns.

The study looked at more than 40 advertisers, agencies, and publishers from 12 countries – including the US, the UK, France, Germany, Italy, Japan, and Australia, among others – to find that Programmatic Guaranteed takes waste out of the relationship between the advertiser, agency, and publisher, reduces friction between the parties involved, and in turn improves results.

Programmatic Guaranteed first launched in 2016, before being made available to all DoubleClick Bid Manager and DoubleClick for Publishers users in April last year.