Advertising exchange Rubicon Project has opened up its guaranteed private marketplaces to third-party demand-side platforms (DSPs) for programmatic buying.

The first DSP to sign up is Google’s DoubleClick Bid Manager, making Rubicon the only third-party exchange to currently offer programmatic guaranteed buying for all deal types within the Bid Manager interface. Rubicon says it is in the process of signing up other major DSPs for integrations in the ‘near future’.

“Programmatic guaranteed buying in private marketplaces represents a massive opportunity in our industry, providing DSPs the ability to access premium inventory that is guaranteed by publishers and supplying them with the detailed signals that dictate precisely how they need to behave in the PMP to win,” said Tom Kershaw, CTO at Rubicon Project. “Today, most DSPs are still merely exploring the world of guaranteed buys, which is why we are proud to be the only third-party exchange currently offering programmatic guaranteed buying for all deal types in the DoubleClick Bid Manager Marketplace Interface as a result of DoubleClick’s integration into our exchange.”