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data-dropdown-indicator-class="<i aria-hidden="true" class="fas fa-angle-down"></i>" class="eael-advanced-menu-container eael-advanced-menu-align-right eael-advanced-menu-dropdown-align-left" data-hamburger-breakpoints="{"mobile":"Mobile Portrait (> 767px)","tablet":"Tablet Portrait (> 1024px)","tablet_extra":"Tablet Landscape (> 1200px)","desktop":"Desktop (> 2400px)","none":"None"}" data-hamburger-device="tablet"> <ul id="menu-hauptmenu-schweiz" class="eael-advanced-menu eael-advanced-menu-dropdown-animate-to-top eael-advanced-menu-indicator eael-advanced-menu-horizontal"><li id="menu-item-36996" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children menu-item-36996"><a href="#">Leistungen</a> <ul class="sub-menu"> <li id="menu-item-36997" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-has-children menu-item-36997"><a href="https://e-dialog.group/ch/bessere-kampagnen/">Digitale Werbung <br> & Kreation</a> <ul class="sub-menu"> 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url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-events.svg");}.icon.icon-pressrelease {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-presse.svg");}</style> <div data-rocket-location-hash="b4d58d7e7fd8b45b2c5dc879cde7eb3f" class="mwd-blogPost flex breadcrumb"> <div data-rocket-location-hash="0841f15ebf099eeaba6f2c7f735d0671" class="container"> <span class="parent"> <a href="https://e-dialog.group/ch/blog/" title="Blog">Blog</a> </span> <span class="arrow">></span> <span class="category">Programmatic Display, Video & Everything</span> <span class="arrow">></span> <span class="child">Was ist Programmatic Guaranteed?</span> </div> </div> <div data-bg="https://e-dialog.group/wp-content/uploads/2022/02/201807-Programmatic-Guaranteed.png" data-rocket-location-hash="e1caa65105c1e77a397a6d70f6e2a9e7" class="mwd-blogPost flex header rocket-lazyload" style=""><div data-rocket-location-hash="ca23f7c07336b7cf8c7766d2ffffc9d9" class="container"><h1>Was ist Programmatic Guaranteed?</h1><p class="author">von Michaela Heger</p></div></div><div data-rocket-location-hash="5ba37d1761429b8aa4a845fb1ec6d187" class="mwd-blogPost flex metabox space-top space-bottom"><div data-rocket-location-hash="04b24f2a01e05ca636ff58e62299aa1e" class="container"><div data-rocket-location-hash="1572ce06debb49357e5111f58a6037a3" class="col"><div class="metabox-holder"><div class="date">27. Juli 2018</div><div class="duration"> <span class="span-reading-time rt-reading-time"><span class="rt-label rt-prefix">Lesedauer:</span> <span class="rt-time"> 3</span> <span class="rt-label rt-postfix">Minuten</span></span></div></div><div class="excerpt-box"><h3>Management Summary</h3><p>Programmatic Guaranteed ist eine Deal-Art für den programmatischen Einkauf von Werbeleistungen. Dabei wird eine bestimmte Anzahl von Impressionen verpflichtend gekauft und eben garantiert auch ausgeliefert. Fix vereinbart werden Preis, Volumen, Creative Format(e) sowie Start- und Enddatum des Deals.</p></div></div><div data-rocket-location-hash="4ba29acbbfca62c6f947577f2c748b2d" class="col"><div class="categorybox"><div class="categorybox-inner"><div class="categorybox-inner-title">Programmatic Display, Video & Everything</div><p><p>Wir bringen Ihre programmatischen Kampagnen auf das nächste Level. Unsere Consultants unterstützen mit Konzepten, Consulting und auch managed Service. </p> </p><a href="/ch/bessere-kampagnen/#programmatic-display-video-everything" class="btn btn--space-top">Mehr Erfahren</a></div><div id="wobble"></div></div></div></div></div><div data-rocket-location-hash="b49efa3be72975323cf1dd9c201b9509" class="mwd-blogPost flex content space-top space-bottom"><div data-rocket-location-hash="68e122c6b23b4519e49c5a2a57b5f054" class="container"> <div data-rocket-location-hash="26e93e5f4409d2000febc2e38320691a" data-elementor-type="wp-post" data-elementor-id="41031" class="elementor elementor-41031 elementor-26724" data-elementor-post-type="post"> <section class="elementor-section elementor-top-section elementor-element elementor-element-41453d3b elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="41453d3b" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5507d3a0" data-id="5507d3a0" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-60359cec elementor-widget elementor-widget-heading" data-id="60359cec" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Einrichten eines Guaranteed Deals </h2> </div> </div> <div class="elementor-element elementor-element-b2f0ca9 elementor-widget elementor-widget-text-editor" data-id="b2f0ca9" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Beim Einrichten von Guaranteed Deals gibt es im Vergleich zu <strong>Private Auction</strong> oder <strong>Preferred Deals</strong> einige wichtige Unterschiede. Diese Punkte müssen Sie beachten:</p> </div> </div> <div class="elementor-element elementor-element-cd84b77 elementor-widget elementor-widget-heading" data-id="cd84b77" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Schritt 1: Publisher finden </h3> </div> </div> <div class="elementor-element elementor-element-05105a9 elementor-widget elementor-widget-text-editor" data-id="05105a9" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Sprechen Sie Publisher direkt an (wenn sich deren Vertrieb nicht ohnehin schon bei Ihnen gemeldet hat .-)</p><p>Wenn man mit keinem konkreten Publisher in Verhandlung ist, eignet sich der Marketplace (z.B. in <a href="https://e-dialog.group/google-marketing-platform/">Google Display & Video 360</a>, vormals DoubleClick Bid Manager – DBM) gut, um potentielle Partner zu identifizieren. Am besten findet man diese mit der Filterfunktion. Hier wird zumindest geografisch (<strong>User GEO</strong> z.B. Austria) und nach <strong>Transaction Type</strong> (in diesem Fall Programmatic Guaranteed) gefiltert.</p> </div> </div> <div class="elementor-element elementor-element-1813095 elementor-widget elementor-widget-image" data-id="1813095" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img fetchpriority="high" decoding="async" width="800" height="360" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20800%20360'%3E%3C/svg%3E" class="attachment-large size-large wp-image-23542" alt="" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/02/Programmatic-Guaranteed_find-publisher.png 1024w, https://e-dialog.group/wp-content/uploads/2022/02/Programmatic-Guaranteed_find-publisher-300x135.png 300w, https://e-dialog.group/wp-content/uploads/2022/02/Programmatic-Guaranteed_find-publisher-768x346.png 768w" data-lazy-sizes="(max-width: 800px) 100vw, 800px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/Programmatic-Guaranteed_find-publisher.png" /><noscript><img fetchpriority="high" decoding="async" width="800" height="360" src="https://e-dialog.group/wp-content/uploads/2022/02/Programmatic-Guaranteed_find-publisher.png" class="attachment-large size-large wp-image-23542" alt="" srcset="https://e-dialog.group/wp-content/uploads/2022/02/Programmatic-Guaranteed_find-publisher.png 1024w, https://e-dialog.group/wp-content/uploads/2022/02/Programmatic-Guaranteed_find-publisher-300x135.png 300w, https://e-dialog.group/wp-content/uploads/2022/02/Programmatic-Guaranteed_find-publisher-768x346.png 768w" sizes="(max-width: 800px) 100vw, 800px" /></noscript> </div> </div> <div class="elementor-element elementor-element-c988ac4 elementor-widget elementor-widget-text-editor" data-id="c988ac4" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Mit einem Klick wählt man aus den Ergebnissen den Publisher und kann nach Angabe der Eckdaten direkt ein Proposal für einen Deal schicken!</p><blockquote><p>ACHTUNG: Voraussetzung ist, dass der Publisher den Google Ad Manager (vormals DoubleClick AdExchange) verwendet!</p></blockquote><p>Für den Fall dass der gewünschte Publisher den Ad Manager nicht verwendet, finden Sie unten die alternative Vorgehensweise.</p> </div> </div> <div class="elementor-element elementor-element-21d0b11 elementor-widget elementor-widget-heading" data-id="21d0b11" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Schritt 2: Ziel Parameter definieren </h3> </div> </div> <div class="elementor-element elementor-element-713a7ee elementor-widget elementor-widget-text-editor" data-id="713a7ee" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Nachdem der Publisher ausgewählt wurde gelangt man zum nächsten Schritt. Die Ziel Parameter (Goals) müssen definiert werden. <span style="font-weight: 400;">Hier zeigen sich dann auch schon die wichtigsten Unterschiede zu herkömmlichen Deals.</span></p> </div> </div> <div class="elementor-element elementor-element-be8bc54 elementor-widget elementor-widget-image" data-id="be8bc54" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <figure class="wp-caption"> <img decoding="async" width="800" height="619" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20800%20619'%3E%3C/svg%3E" class="attachment-large size-large wp-image-23543" alt="" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/02/Programmatic-Guaranteed_goals.png 1024w, https://e-dialog.group/wp-content/uploads/2022/02/Programmatic-Guaranteed_goals-300x232.png 300w, https://e-dialog.group/wp-content/uploads/2022/02/Programmatic-Guaranteed_goals-768x594.png 768w" data-lazy-sizes="(max-width: 800px) 100vw, 800px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/Programmatic-Guaranteed_goals.png" /><noscript><img decoding="async" width="800" height="619" src="https://e-dialog.group/wp-content/uploads/2022/02/Programmatic-Guaranteed_goals.png" class="attachment-large size-large wp-image-23543" alt="" srcset="https://e-dialog.group/wp-content/uploads/2022/02/Programmatic-Guaranteed_goals.png 1024w, https://e-dialog.group/wp-content/uploads/2022/02/Programmatic-Guaranteed_goals-300x232.png 300w, https://e-dialog.group/wp-content/uploads/2022/02/Programmatic-Guaranteed_goals-768x594.png 768w" sizes="(max-width: 800px) 100vw, 800px" /></noscript> <figcaption class="widget-image-caption wp-caption-text">Die potentielle Reichweite wird direkt am rechten Bildschirmrand angezeigt.</figcaption> </figure> </div> </div> <div class="elementor-element elementor-element-3c7178c elementor-widget elementor-widget-text-editor" data-id="3c7178c" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <h4>Folgende Parameter müssen von Beginn an fix definiert sein, und können nicht mehr verändert werden:</h4><ul><li>Budget</li><li>TKP</li><li>=> Daraus ergibt sich das Impression-Volumen</li><li>Start- und Enddatum</li><li>Creative Formate</li><li>Optional: 1st Party Audience Listen welche inkludiert oder exkludiert werden sollen</li></ul> </div> </div> <div class="elementor-element elementor-element-741ff7f elementor-widget elementor-widget-heading" data-id="741ff7f" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Schritt 3: Proposal absenden </h3> </div> </div> <div class="elementor-element elementor-element-6081cbb elementor-widget elementor-widget-text-editor" data-id="6081cbb" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Ist das Proposal verschickt, kann es bei Bedarf noch vom Buyer oder vom Publisher angepasst werden. Sind sich Käufer und Verkäufer einig, das heißt akzeptieren beide Seiten den Deal, wird in Display & Video 360 automatisch ein fixes Line Item mit dem Deal erstellt. Dieses lässt sich nun NICHT mehr ändern! Deshalb ist es sehr wichtig, alle Parameter im Vorfeld richtig zu definieren. Spontane Änderungen sind im Nachhinein nicht mehr möglich.</p><blockquote><p>ACHTUNG: Ist der Deal aktiv, beginnt das Line Item sofort mit der Auslieferung der Ads. Die einzige Möglichkeit die Anzeigen zu stoppen ist es, den Deal im Marketplace zu pausieren.</p></blockquote> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-a54f702 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="a54f702" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f31ac3d" data-id="f31ac3d" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-754a584 elementor-widget elementor-widget-heading" data-id="754a584" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Vorteile von Programmatic Guaranteed </h2> </div> </div> <div class="elementor-element elementor-element-2d84175 elementor-widget elementor-widget-text-editor" data-id="2d84175" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Die Vorteile von Programmatic Guaranteed liegen auf der Hand. Der Käufer erhält ein fixes Inventar für das angegebene Budget im vereinbarten Zeitraum. Der Verkäufer eine garantierte Abnahme seines Inventars.</p><p><strong>Tipp:</strong> Der Guaranteed Deal kann nicht nur im automatisch erstellten Line Item verwendet werden: innerhalb des selben Advertisers nutzt man ihn, wenn gewünscht, auch als Inventarquelle in einer anderen Insertion Order, z.B. im Remarketing.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-8b76c36 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="8b76c36" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0eff72d" data-id="0eff72d" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-d12d06a elementor-widget elementor-widget-heading" data-id="d12d06a" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Audience Guaranteed – Mit 1st Party Daten einkaufen </h2> </div> </div> <div class="elementor-element elementor-element-0b64f5a elementor-widget elementor-widget-text-editor" data-id="0b64f5a" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Genau so einfach lassen sich auch die bestehenden Sammlungen anpassen. Hierfür klickt man beispielsweise bei der “Life cycle” Sammlung auf “Edit Collection” und gelangt in das selbe Bearbeitungsmenü. Im folgenden Sc</p><p>Bei Google Display & Video 360 können auch sogenannte “Audience Guaranteed” Deals angelegt werden. Sofern der Publisher dies unterstützt, wird dessen Inventar mit Audience-Listen des Advertisers abgeglichen:</p><ul><li>Entweder können nur bekannte User gekauft werden</li><li>Oder genau diese ausgeschlossen werden</li></ul><p>Als Werbetreibender erreiche ich zum Beispiel nur meine Kunden oder Websitebesucher.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-6866b34 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="6866b34" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b16d577" data-id="b16d577" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-48da0b2 elementor-widget elementor-widget-heading" data-id="48da0b2" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Tag Guaranteed – wenn der Publisher nicht auf Google läuft </h2> </div> </div> <div class="elementor-element elementor-element-d12cda5 elementor-widget elementor-widget-text-editor" data-id="d12cda5" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>In diesem Fall wird im Google Display & Video 360 (vormals DoubleClick Bid Manager – DBM) Marketplace unter “My Inventory” ein neuer Deal erstellt, alle Parameter eingetragen, und anschließend der erstellte Tag an den Publisher gesendet.</p><blockquote><p>Hieraus ergibt sich ein Nebeneffekt: Tag Guaranteed Deals können von mehreren Advertisern genutzt werden!</p></blockquote> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-a047e03 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="a047e03" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6ae5242" data-id="6ae5242" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-de23f10 elementor-widget elementor-widget-heading" data-id="de23f10" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Noch mehr Thema zum Programmatic Marketing: </h2> </div> </div> <div class="elementor-element elementor-element-ac06025 elementor-widget elementor-widget-text-editor" data-id="ac06025" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><a href="https://e-dialog.group/blog/display/rtb-deal-nomenklatur/">RTB Deal Nomenklatur</a><br /><a href="https://e-dialog.group/blog/programmatic/deal-troubleshooting-ein-guide-zu-mehr-freude-an-programmatic-deals/">Deal Troubleshooting</a><br /><a href="https://support.google.com/adxbuyer/answer/7174589?hl=de">Google DoubleClick Hilfe</a></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-df41a43 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="df41a43" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4c8fb5f" data-id="4c8fb5f" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-60e4ade elementor-widget elementor-widget-heading" data-id="60e4ade" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Haben Sie noch Fragen? </h2> </div> </div> <div class="elementor-element elementor-element-edfe458 elementor-widget elementor-widget-heading" data-id="edfe458" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Sollten Sie Fragen haben oder möchten Sie sich gerne beraten lassen? 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/></noscript> </div> <div class="c-post-types__entry-badge c-post-types__entry-badge--category"> Creativity </div> </a> <div class="c-post-types__entry-text"> <h3 class="c-post-types__entry-title"> <a href="https://e-dialog.group/ch/blog/programmatic-display-video-everything-ch/was-sind-native-ads/"> Was sind Native Ads? </a> </h3> <a class="c-post-types__entry-read-more" href="https://e-dialog.group/ch/blog/programmatic-display-video-everything-ch/was-sind-native-ads/"> MEHR LESEN </a> </div> </div> </article> </div> </div> <div class="c-post-types__swiper-controls"> <div class="c-post-types__swiper-control c-post-types__swiper-control--prev"></div> <div class="c-post-types__swiper-control c-post-types__swiper-control--next"></div> </div> </div> </div> </div> <div data-elementor-type="footer" data-elementor-id="44673" class="elementor elementor-44673 elementor-1986 elementor-location-footer" data-elementor-post-type="elementor_library"> <section class="elementor-section 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data-id="71b6e2d" data-element_type="section" data-settings="{"background_background":"classic"}"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-d85d165" data-id="d85d165" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-296e467 elementor-widget elementor-widget-heading" data-id="296e467" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <p class="elementor-heading-title elementor-size-default">© e-dialog 2022</p> </div> </div> </div> </div> <div class="elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-0dbce87" data-id="0dbce87" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-1f6dd54 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