{"page":"/blog/programmatic-guaranteed-vs-pmp","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Question","PMP","Open auction"],"rows":[["Who can bid","Invited seats only","Any approved buyer"],["Average CPM, Q2 2025","$7.15 (ANA, 14 August 2025)","$4.41 (ANA, 14 August 2025)"],["Carbon per ad dollar","Lower","Up to 7 times higher than PMPs (ANA, 14 August 2025)"],["What the buyer knows","Named seller and package, agreed with the seller","What the bid request discloses"],["Main risk","Paying a premium for supply that is not better","Waste on low-quality or made-for-advertising sites"]],"sourceUrls":[[],["https://www.ana.net/content/show/id/pr-2025-08-programmatictrans"],["https://www.ana.net/content/show/id/pr-2025-08-programmatictrans"],[],[]]}