{"page":"/blog/programmatic-guaranteed-vs-pmp","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Item","Traditional direct (insertion order)","Programmatic guaranteed"],"rows":[["How the deal is agreed","Proposal, insertion order and email","Proposal in the publisher's or DSP's deal tools, or through an API such as OpenDirect"],["Who delivers the ad","The publisher's ad server, using creative or tags the publisher traffics","The buyer's DSP, returning the ad in each bid response"],["Frequency capping across publishers","No; each publisher caps its own delivery","Yes; the DSP sees all of the buyer's impressions"],["Billing","Publisher invoices the agency","Through the DSP and the SSP"],["Platform fees","No DSP or SSP fee","DSP and SSP fees apply"],["Reporting","Publisher and third-party ad server reports","DSP reports, next to the buyer's other programmatic buys"]],"sourceUrls":[[],[],[],[],[],[]]}