Google and MediaMath pen AdX deal for programmatic guaranteed

Google estimates that 60% of all programmatic media buys will use 'programmatic guaranteed' by 2019

Google and MediaMath have inked a deal making the adtech outfit the first third-party to be able to access premium media inventory via Google DoubleClick Ad Exchange (AdX) on a guaranteed basis.

Under the terms of the deal, advertisers will be able to use MediaMath to streamline the workflow process of both negotiating for, and securing premium inventory from more than 500 publishers. Additionally, “it is bringing marketers one step closer to leveraging programmatic for all their media buys”, according to the pair.

The integration also means that advertisers working with MediaMath are now able to access premium inventory publishers have reserved for such buys in North America, EMEA, plus APAC, with Tanui Joshi, MediaMath VP of global media partnerships, describing it as a “must have”.

Meanwhile, Chip Hall, Google Media Platforms, managing director, highlighted how media inventory via its programmatic guaranteed offering is “brand-safe” as it offered some of the most valuable ad slots reserved for premium advertisers.

This method of media buying, popularly referred to as programmatic guaranteed, and is part of the sell-side of the adtech sector’s way of convincing media buyers that premium media inventory is available via such technologies, not just remnant.

Google estimates that this method will account for 60% of all means of programmatic media spend by 2019, and that the latest deal with MediaMath will help accelerate this trend.

A statement announcing the deal, also contains a statement from Kevin Fernandes, Havas Australia, head of programmatic trading, where he is quoted as saying that this trading method is “a true testament of where the digital media landscape is heading towards”. He added: “We can now leverage the high-value reserved, brand-safe and premium publisher inventory that our clients want to be seen on”.

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