by Lindsay Rowntree on 1st Jul 2016 in TRADERTALK

There is a lot of talk about programmatic guaranteed, or automated guaranteed, as being the next evolution of the private marketplace (PMP). OpenX launched Real-Time Guaranteed (RTG) in January, allowing publishers a flexible guarantee.

Here, Ian Davidson, VP Platform Demand, OpenX, outlines the concept of Real-Time Guaranteed, how it compares to the more traditional PMPs, and the benefits from the perspective of the publisher SSP and the buy-side DSP.

Key areas covered in this episode include:
–  Forecasting with RTG
–  Advantages of RTG over PMPs
–  The value of RTG for publishers and buyers alike
–  How RTG fits in with header bidder technology

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