Overview

This guide explains how to activate and manage Programmatic Guaranteed (PG) deals through Criteo Commerce Grid. PG deals allow buyers to secure impressions in advance at fixed pricing with delivery guarantees, combining the certainty of direct buys with the efficiency of programmatic.

By default, PG deals created in Commerce Grid are automatically prioritized in the auction pipeline, meaning they win over PMP or non-guaranteed curated deals. However, if you want sponsor-level or higher-priority ad server treatment, you must coordinate directly with the publisher to request prioritization in their ad server.

Supported DSPs

  • Bidirectional Sync (full PG support): DV360, Yahoo DSP, Zeta DSP

  • PG Lite (budget/pacing controlled by Commerce Grid): Other DSPs

Two Ways Buyers Can Use PG

  1. Standard Buyer Flow (most buyers)

    • The publisher creates the PG deal in Commerce Grid.

    • The deal is synced into your DSP seat.

    • You activate and manage the campaign in your DSP.

  2. Self-Service Buyer Flow (for buyers with Commerce Grid UI access)

    • You can create PG deals directly in Commerce Grid, then sync them to your DSP seat.

    • See Create a PG Deal in Commerce Grid below.

Standard Buyer Flow: Activating a PG Deal in Your DSP

Step 1: Confirm Deal Sync

  • Once the publisher creates the PG deal in Commerce Grid, it will automatically sync to your DSP seat (for supported DSPs).

  • In DV360, the deal appears under My Inventory → Negotiated Deals.

  • No manual setup is required for the deal ID.

Buyer Tip: Confirm the deal ID is visible before campaign launch to avoid delays.

Step 2: Create or Select a PG Line Item

  • Review PG deal details.

  • In your DSP, create a Programmatic Guaranteed line item.

  • Attach the synced deal ID.

Step 3: Match Deal Parameters

  • Ensure the following align with the deal setup:

    • Budget Amount

    • Flight Dates

    • Frequency Caps

  • Apply targeting (geo, audience, device, etc.) consistent with your media plan.

Buyer Tip: Avoid overly restrictive targeting to prevent under-delivery.

Step 4: Set Pacing and Frequency

  • Choose Even or ASAP pacing.

  • Apply frequency caps at the campaign or IO level.

Step 5: Monitor Delivery

  • Track delivery in DSP dashboards.

  • When the committed budget is reached, the deal stops automatically.

  • To extend, update both budget and end date in Commerce Grid and your DSP.

Self-Service Buyer Flow: Create a PG Deal

Some buyers with Commerce Grid UI access can create PG deals themselves. Follow these steps:

Step 1: Create a Supply Package

  • Build a supply package in Curate.

  • Flight dates are mandatory (start + end) to enable pacing and allocation.

  • Add all necessary targeting (audience, device, inventory).

  • Important: PGs require static deals with static floors (DSP requirement).

Tip: Include premium placements or high-value inventory in your package. This helps ensure guaranteed campaigns deliver on the inventory buyers expect.

Step 2: Create a Demand Deal

  • In the Demand Deal modal, enable the Programmatic Guaranteed toggle.

Step 3: Fill in PG Parameters

  • Pacing → Spend ASAP or Even

  • Budget Amount → Total committed spend

  • Flight Dates → Required for pacing

  • Frequency Capping → Optional, per-user

Step 4: Sync with Your DSP Seat

  • Once saved, the PG deal automatically syncs to your DV360 seat.

  • Confirm the deal appears in My Inventory → Negotiated Deals.

Tip: Double-check alignment between Commerce Grid and your DSP (dates, budget, frequency caps). Any mismatch can block delivery.

How PG Prioritization Works

  • By default: PG deals are prioritized above PMP and non-guaranteed curated deals in Commerce Grid auctions.

  • Optional higher priority: If you require sponsor-level or top-priority ad server treatment, you must work directly with the publisher. They can assign your PG deal to “Sponsorship” or “Guaranteed Delivery” line items in their ad server.

Best Practices for Buyers

  • Confirm deal sync early.

  • Align budgets and flight dates exactly.

  • Keep targeting broad enough to allow guaranteed delivery.

  • Communicate with publishers about prioritization if business-critical.

  • Monitor pacing daily in the first week, then weekly.

FAQs

Q: Can I create PG deals myself?
A: Yes, if you have Commerce Grid UI access. You can follow the Self-Service Buyer Flow steps above to create a PG deal directly.

Q: Do PG deals always win in auctions?
A: Yes. PG deals are prioritized above PMP and non-guaranteed curated deals.

Q: How do I request sponsor-level priority?
A: Reach out to the publisher. They can assign your PG to higher-priority line items in their ad server.

Q: What if the deal under-delivers?
A: First, check pacing/targeting in your DSP. If issues persist, coordinate with the publisher—they may adjust inventory allocation or ad server prioritization.