GAM Programmatic Guaranteed vs third-party PMP: where to land a direct deal
Watching: a buyer asks for a guaranteed deal and the ops call of WHERE to traffic it decides your margin.
— GAM Programmatic Guaranteed: reservation-grade pacing, automated, but Google sits in the path and takes its cut.
— Third-party PMP via SSP deal ID: keep the SSP relationship and rate card, but pacing and delivery are softer than PG.
— PG wins on delivery certainty for must-deliver campaigns; SSP PMP wins on margin for flexible ones.
Impact: Route guaranteed-delivery IOs to PG, flexible rate-card deals to SSP PMPs. (sourced)
Ad Ops Wire
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GAM Programmatic Guaranteed vs third-party PMP: where to land a direct deal
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