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
StackAdapt Yahoo DSP, and Zeta DSP also support PG trading, but setup and activation mechanics vary depending on DSP capabilities.
Two Ways Buyers Can Use PG
Standard Buyer Flow (most buyers)
The publisher creates the PG deal in Commerce Grid.
For DV360, the deal syncs directly into your DSP seat. For other supported DSPs, workflow and activation may vary — confirm deal receipt and setup requirements directly with your Commerce Grid contact.
You activate and manage the campaign in your DSP.
2. Self-Service Buyer Flow
You can create PG deals directly in Commerce Grid.
For DV360, the deal syncs directly into your DSP seat.
For other supported DSPs, workflow and activation may vary — confirm deal receipt, setup requirements, and activation steps directly with your Commerce Grid contact.
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.
For other supported DSPs, deal activation setup and mechanics may vary. Buyers should confirm deal receipt, activation steps and any required setup directly with their Commerce Grid contact before launch.
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 will be available based on your DSP workflow.
For DV360, the deal automatically syncs to your DSP seat. Confirm it appears in My Inventory > Negotiated Deals.
For other supported DSPs, sync and activation mechanics may vary. Confirm deal receipt, setup requirements, and activation steps directly with your Commerce Grid contact before launch.
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: PG deals are prioritized above PMP and non-guaranteed curated deals in Commerce Grid auctions. If stronger delivery guarantees are needed, buyers should work directly with the publisher to request higher-priority ad server treatment.
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.