OpenX has launch of Real Time Guaranteed (RTG), which claims to be the first solution to offer 'direct, guaranteed deals executed over programmatic technology with audience syncing and precise forecasting'.
RTG promises benefits for both buyers and publishers, by allowing for volume commitments alongside impression-level choice.
“We have built a solution that will make publishers more money while embracing the technology buyers prefer,” said Paul Sternhell, OpenX GM, ad server & programmatic direct. “Real-time guaranteed unlocks programmatic advertising budgets that were previously unavailable to publishers selling premium inventory via an IO. While other guaranteed solutions promise similar results, only OpenX RTG empowers publishers with a flexible guarantee, and provides each participant certainty of both delivery and spend by running forecasts against an advertiser’s audience. Real-time guaranteed is the first industry solution that provides publishers and buyers with choice, certainty and priority for both inventory and audience, creating a new revenue stream for premium placements.”