Programmatic Guaranteed vs PMP vs Open Auction explained
Open Auction lets any buyer bid on any available impression, giving the widest reach at variable prices. A Private Marketplace (PMP) is an invite-only auction for selected buyers, and Programmatic Guaranteed (PG) books a fixed volume at a fixed price, much like a traditional direct buy. Preferred Deals sit in between, with a fixed price but no guaranteed volume.
What are the main programmatic buying types?
In DV360 there are four ways to buy media: Open Auction, Private Auction (PMP), Preferred Deal (PD) and Programmatic Guaranteed (PG). They differ on three things: who can bid, how the price is set, and whether delivery is promised.
Think of it as a scale. Open Auction is open to all. PG is a private booking between one buyer and one publisher.
How do the buying types compare?
Here is a side-by-side view.
| Feature | Open Auction | Private Auction (PMP) | Preferred Deal (PD) | Programmatic Guaranteed (PG) |
|---|---|---|---|---|
| Who can buy | Any buyer | Invited buyers | One buyer | One buyer |
| Price | Auction, varies | Auction above a floor | Fixed CPM | Fixed CPM |
| Volume promised | No | No | No | Yes |
| Inventory quality | Mixed | Usually higher | Premium | Premium |
| Control over placement | Lower | Medium | High | Highest |
| Setup effort | Low | Medium | Medium | Higher |
CPM means cost per mille, or the price for 1,000 impressions.
What is Open Auction?
Open Auction is a real-time auction where any buyer can bid on available impressions. It is the default way DV360 buys media.
It is good for reach, remarketing and performance goals. You can scale fast and pay only for what you win.
The downside is less control. Your ads may run on a wide mix of sites and apps. You need strong brand safety settings, exclusion lists and, ideally, third-party verification.
Want to see the numbers for your brand?
Get a free DV360 media plan from our team within one working day.
What is a Private Marketplace (PMP)?
A PMP, or Private Auction, is an auction that a publisher opens only to selected buyers. The publisher sets a floor price, which is the lowest bid it will accept.
You get access to better inventory than the open market, often on known news, entertainment or lifestyle sites. You still compete, but against fewer buyers.
PMPs work well when you want quality without fixed commitments. They are common for brand campaigns on premium publishers.
What is a Preferred Deal?
A Preferred Deal gives one buyer a fixed price and a first look at inventory before it goes to auction. There is no volume promise on either side.
You can choose to buy or pass on each impression. This suits brands that want premium placements at a known price but need some flexibility on spend.
What is Programmatic Guaranteed (PG)?
PG is a direct deal run through programmatic pipes. You agree a fixed price and a fixed number of impressions with the publisher, and both sides commit.
PG is the closest thing to a traditional media booking, but with programmatic benefits. You get DV360 frequency control, unified reporting and creative management.
PG is widely used for premium OTT, CTV and large news publishers. It is also useful around big events, when inventory sells out early. Browse the kind of premium supply available on our publishers page.
How do you set up a deal in DV360?
Deals are set up through DV360's Marketplace or directly with the publisher. The steps are similar for PMP, PD and PG.
- Agree terms with the publisher: price, dates, formats and, for PG, volume.
- The publisher creates the deal and sends it to your DV360 seat.
- You review and accept the deal in DV360.
- You attach the deal to a line item, add creatives and set targeting.
- You check delivery in the first days and fix any issues early.
Each deal has a Deal ID, which links the publisher's offer to your line item. If delivery is low, the Deal ID is the first thing to check on both sides.
Which buying type should you choose?
The right choice depends on your goal, budget and need for control. Most brands use a mix.
- Building wide reach on a budget: Open Auction with good brand safety.
- Quality reach on known publishers: PMPs.
- Premium placements at a known price: Preferred Deals.
- Big launches, sports or OTT sponsorships: Programmatic Guaranteed.
A practical split for a brand campaign might be PG for key OTT placements, PMPs for news and lifestyle sites, and Open Auction for extra reach and remarketing.
What are common mistakes with deals?
The most common mistake is setting up a deal and assuming it will deliver. Deals often under-deliver because of a small targeting mismatch.
Watch for these issues:
- Targeting on the line item that is narrower than the deal's inventory
- Creative sizes or video lengths that the publisher does not accept
- Frequency caps that block delivery on a high-reach deal
- Bid below the deal price on PMPs
Check delivery daily for the first week of any new deal.
Next step
Want to see how a mix of PG, PMP and Open Auction would split your budget? Ask for a free media plan, then talk to our team about deal access.
