OpenX VP Platform Demand Ian Davidson on Real-Time Guaranteed

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

Lindsay Rowntree: Lindsay Rowntree joined ExchangeWire in 2016 as Head of Content, and after growing the team to include three full-time editorial staff, became Director of Operations in 2021. Her role includes managing the day-to-day operations of ExchangeWire's business functions, as well as the content and marketing teams, across ExchangeWire's suite of products, including its global conference series, ATS. Lindsay also features on stage at ATS events, as well as in ExchangeWire's audiovisual products, including The MadTech Podcast and TraderTalkTV. She previously held the role of director of search, UK at Starcom MediaVest Group, where she spent six years, providing her with extensive experience in digital advertising, performance marketing, data, technology, client servicing and media planning/buying.
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