Overview
This guide walks publishers through the end-to-end steps to create a Programmatic Guaranteed (PG) deal in Criteo Commerce Grid. PG deals let you commit fixed inventory, pricing, and delivery guarantees to buyers, while maintaining control over pacing, frequency, and ad server prioritization.
By default, curated PG deals require minimal manual configuration, but you also have the option to assign higher-priority settings in your ad server for extra delivery protection.
Prerequisites & Key Notes
Before you begin, make sure:
PG feature is enabled on your DSP label / account.
Your supply package is configured as a static deal with a static floor price, since DSPs require PGs to run on static deals.
You understand that by default, PG deals created through Commerce Grid are automatically prioritized in the auction pipeline (i.e. won over PMP or non-guaranteed curated deals). You may optionally add ad server prioritization.
The buyer is on a supported DSP for full bidirectional PG sync (e.g. DV360, Yahoo DSP, Zeta DSP). If not, Commerce Grid will transact via PG Lite, where Commerce Grid retains control over pacing, budgeting, and frequency.
You and the buyer have discussed and agreed on campaign parameters (budget, flight dates, frequency cap, targeting), and coordinate to monitor pacing and delivery.
Step-by-Step: Creating the PG Deal
Step 1: Build or Select a Static Supply Package
In Curate, create or choose a Supply Package as usual.
Mandatory: Set flight start and end dates, which are essential for pacing logic.
Ensure your floor price is static and locked — PG deals must operate on static floors.
Add any targeting filters (audience, device, geos, inventory tags) as needed.
Step 2: Create a Demand Deal & Toggle PG
In the Demand Deal creation UI, enable the Programmatic Guaranteed toggle.
Proceed with standard deal-level setup (advertiser, name, etc.)
Step 3: Configure PG Parameters
During deal distribution, fill out the PG-specific fields:
Parameter | Required? | Description | Best Practice Tips |
|---|---|---|---|
Budget Amount | ✅ | Total committed spend | Round-trip check with buyer to avoid mismatches |
Flight Dates | ✅ | Start & end date for campaign | Must align exactly with buyer setup |
Frequency Cap | Optional | Max impressions per user | Define based on campaign goals, use <device-level and cross-device limits> |
Pacing Method | ✅ | “Even” vs “ASAP” | Use Even pacing for steadier delivery unless buyer wants front-loaded spend |
Other Targeting Overrides | Optional | Additional constraints or exclusions | Keep them broad enough to avoid delivery bottlenecks |
Step 4: Sync Deal with Buyer DSP Seat
Once you click Save, Commerce Grid initiates a bidirectional sync (for supported DSPs) to push the PG deal into the buyer’s seat.
For DSPs that don’t yet support full PG sync, the deal will operate in PG Lite mode, with Commerce Grid driving pacing and spend control.
Coordinate with the buyer to ensure the deal arrives in their DSP as expected (e.g., DV360’s My Inventory / Negotiated Deals).
Step 5: Buyer Activates the Deal in Their DSP
The buyer assigns the synced PG deal to a Programmatic Guaranteed line item (or equivalent).
They must match the budget amount, flight dates, and frequency caps exactly to what you set in Commerce Grid.
Review targeting and activation settings to confirm compatibility.
Tip: Confirm deal visibility before campaign launch so you can address any sync or activation issues early.
Step 6: (Optional) Ad Server Prioritization
While PG deals are prioritized within Commerce Grid’s auction stack, you may optionally reinforce this at the ad server level:
Assign PG campaigns to higher-priority or guaranteed line item types (e.g., “Sponsorship” or “Guaranteed Delivery”) so they get preference ahead of other line items.
Monitor pacing and delivery health; if PG spend lags, consider tightening open exchange inventory or adjusting ad server weights.
Post-Launch Considerations & Monitoring
Task | Purpose | Tips |
|---|---|---|
Monitor Pacing Daily | Ensure delivery stays on track | Use dashboards to flag under-delivery early |
Check Demand Insights Reporting | Track PG performance | Use the “Is Guaranteed demand deal” filter in the main Demand Insights slicer (this key is not present in most sub-slicers) |
Avoid Excess Overlap | Prevent PG vs PMP conflict | Design distinct inventory allocations or exclusivity windows |
Coordinate with Buyers | Mitigate sync or delivery misalignment | Proactively surface pacing or activation issues |
Extend Deals Carefully | Maintain pacing integrity | Only extend by editing both budget and end date (not just topping up) |
Troubleshooting & FAQs
Q: I don’t see the “Is Guaranteed demand deal” key in my sub-slicers. Why?
A: That’s expected — only certain publishers have demand insights sub-slicers. Use the main Curate Demand Insights slicer, where that key is available, to filter PG reporting.
Q: The deal didn’t sync into the buyer’s DSP. What now?
Confirm PG mode is enabled on both publisher and buyer labels.
Check that the buyer DSP is a supported partner (DV360, Yahoo DSP, Zeta DSP).
If not, the deal may default to PG Lite mode — check that pacing is being controlled on your side.
Coordinate with the buyer team to validate receipt in “Negotiated Deals” or equivalent DSP section.
Q: Can I change the floor or targeting mid-campaign?
A: No — PG deals require static floors and consistent targeting. If adjustments are needed, you must treat it as a new deal (or renegotiate with buyer, cancel, and reissue).
Q: How do I ensure the DSP honors the PG parameters?
A: The buyer must match your configurations exactly in their DSP setup (budget, dates, frequency). Coordination is key. Also, ad server prioritization (optional) helps reinforce delivery guarantees.
Q: What if PG delivery is under target?
A: First, check pacing and inventory constraints. Then consider:
Reducing competing open exchange allocations
Adjusting ad server weights or priorities
Revisiting targeting filters with the buyer
Confirming that the buyer’s DSP settings aligned with your PG setup