First, the basics; What is Tag Guaranteed?
What are the benefits of using a Tag Guaranteed booking process as a part of your programmatic strategy?
When using this setup you’ll get the best of both worlds; combine the power of programmatic with the guaranteed campaign delivery from a direct buy.
Increase your reach
When using Tag Guaranteed as your booking process you will have an increased inventory access, since you will expand your reach outside the exchanges that are accessible within DV360.
Step outside the standard programmatic playground
Unlike Programmatic Guaranteed, where the setup is deal based and restricted to GAM (Google Ad Manager) and a few other SSP:s (Rubicon and SmartRTB+), Tag Guaranteed will take you far beyond the horizon of traditional programmatic and increase your possibilities. The INS tag is applicable on all Ad server technologies, and therefore implementable in other technologies.
Combine the power of programmatic with guaranteed inventory and reservation
By using Tag Guaranteed as a setup process you are still able to use the functionality of a DSP and combine them with the benefits of a guaranteed reservation. In other words, you will be able to use DV360 targeting technology on reserved inventory. This will give you endless possibilities. With this setup you will be able to extend your retargeting population and possibly reach new users that you normally would not find in the inventory available through DV360.
Use the same INS tag for several advertisers
Since Tag Guaranteed inventory can be allocated to multiple advertisers, on one single INS tag, you can forget about time consuming setup on advertiser level. With Tag Guaranteed you can use the same INS tag for several advertisers and save time with a faster setup process.
Manage settings globally for the entire setup
Some of the settings that you can implement and adjust for the entire setup is budget and frequency management. You can adjust this across exchange and reservation media, across TG deals and other line item alongside them.
Easy setup and booking process on Publisher side
The setup is easier and faster for both the buyer and for the publisher, since the setup on publisher side is as easy as booking any other direct campaign and implementing a third-party tag. This means that you don’t need to set up any deal on the publisher side as you would have to do for a Programmatic Guaranteed.
If anything should go wrong or if the delivery is not as expected the troubleshooting will be a lot easier compared to a Programmatic Guaranteed setup. Due to the setup eventual troubleshooting is easier thanks to the no-deal setup on publisher level.
What are the restrictions for a Tag Guaranteed setup?
Even though a Tag Guaranteed setup opens up for a lot of possibilities there are of course also some limitations for these kinds of setups.