Advertisers Want Guarantees Over Flexibility

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Flexibility becoming less important to advertisers as Guaranteed deals continue to increase

Since the beginning of the year we've seen an increase in spend coming through Programmatic Guaranteed (PG) deals. This influx is coming from a mix of advertisers new to PG, and those that have come back or shifted spend away from the Open market, which was highly valued for its flexibility throughout 2020. 

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  • New PG spenders: Lions Gate, Sterling Jewelers, Exxon and adidas all up 100% Q/Q. Coty, GM and Esteé Lauder are up 500% Q/Q.

  • Largest shift to PG Q/Q: FCA up 150%, Diageo up 162%, Nintendo and Disney up 200%, HP up 264%, and Dell, Apple and Nissan all up 500%.