Non-guaranteed fixed deals versus public (RTB) auctions
Non-guaranteed fixed deals offer the following advantages over regular RTB buying on public exchanges:
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Unique inventory: Non-guaranteed fixed deals help buyers gain first-look access to unique inventory they wouldn't normally be able to buy in the open exchange.
Buyers can also customize which inventory sources to purchase inventory from. The buyer can work closely with the publisher so that they can unlock specific sets of unique inventory (for example, more above the fold inventory). This point is dependent on the system controls and the publisher's ability and willingness to segment out their inventory.
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Improve yield for publishers: Non-guaranteed fixed deals can help publishers capture incremental spends at higher rates.
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Holistic view of inventory: Buyers can gain a more holistic view of key publisher partnerships when managing them programmatically, and are able to analyze and compare the direct-based buys with the programmatic buys.
Additionally, private auctions allow publisher first-party data to be integrated with programmatic buying.
Non-guaranteed fixed deals versus buying reserved inventory
Non-guaranteed fixed deals offer the following advantages over buying served inventory:
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More flexibility: If a deal is not performing well, budgets can be re-allocated more quickly than with a direct or reserve buy. This makes it easier to make sure that spend is flowing towards top-performing inventory.
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Powerful targeting: Accessing the inventory programmatically provides more targeting controls, including: audience (third-party data integration), geo, dayparting, language, frequency and pacing controls.
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Efficiency gains: Going programmatic provides workflow efficiency gains. The nature of direct/reserved buys involves paperwork, and ongoing negotiations and budget adjustments. When buying programmatically, once a non-guaranteed fixed deal is set up for an advertiser, subsequent campaigns can reuse the deal, assuming the terms of the deal remain the same. Marketplace streamlines and centralizes the back-and-forth negotiation between advertiser and publisher.
