The way buyers and sellers trade premium inventory is always evolving.
Today, we’re taking another step forward.
Criteo Commerce Grid now supports Programmatic Guaranteed (PG) deals, giving both publishers and buyers the best of both worlds. You’ll get the certainty of direct sales and the efficiency of programmatic.
Beginning with DV360 Direct, this launch opens a fresh chapter for deals-based trading, especially for high‑demand formats like video and CTV where guaranteed delivery and predictable performance matter most.
Why this matters
In a crowded and unpredictable programmatic ecosystem, certainty is a sought-after commodity.
Buyers want guaranteed impressions, fixed pricing, and outcomes they can count on.
Publishers want predictable revenue, stronger partnerships, and the confidence that deals will deliver as promised.
With Programmatic Guaranteed deals on Commerce Grid, everybody wins:
- Guaranteed delivery with fixed pricing
- Priority in auctions when enabled by the publisher, ensuring PG deals win first
- Cross-device frequency capping, powered by the Criteo Shopper Graph
- Seamless activation via the Commerce Grid user interface
The result is smarter trading, less risk, stronger relationships between buyers and sellers – and a happier ecosystem for everyone.
What’s new?
PG deals on Commerce Grid is a very big deal, if you’ll pardon the pun.
For the more technically minded, here’s exactly what’s changing under the hood:
- DV360 Direct with bidirectional syncing: Google DV360 is the first supported DSP to enable full PG deal integration, so deals sync automatically between Commerce Grid and DV360 for streamlined activation.
- “Lite-PG” for other DSPs: For DSPs that don’t yet support bidirectional syncing, Commerce Grid also offers a Lite-PG setup. Publishers can still set budget, pacing, and delivery parameters while benefiting from guaranteed commitments.
- Cross-device efficiency: Frequency capping works across users and devices to reduce waste and improve reach without over-serving.
- Simple activation: Publishers can toggle Programmatic Guaranteed in the Commerce Grid UI, sync with DV360, and the buyer activates the deal as part of their campaign flow.
Where Programmatic Guaranteed deals shine
PG deals are designed for environments and situations where predictability is what matters most. That includes:
- Premium Video and CTV: Secure high-value inventory with guaranteed outcomes.
- Audience-driven branding: Pair PG with Criteo’s Commerce Audiences for shopper-first targeting at scale.
- Strategic partnerships: Meet planned spend targets reliably for agencies while giving publishers consistent revenue streams.
How to get started with PG deals on Commerce Grid
Activating PG deals is remarkably simple.
In fact, we can boil it down to just two core steps: one for the sell side, and the other for the buy side:
- Publishers create a supply package, set flight dates, budget, and pacing, then sync with DV360 or configure Lite-PG for other DSPs.
- Buyers activate the synced deal directly in DV360 with just a few clicks, or work with publishers to confirm Lite-PG setups.
With PG deals on Commerce Grid, both sides of the supply chain get a streamlined workflow and the confidence that campaigns will deliver as planned.
Want to know more or start trading today? Read the activation guide now.
