Vistar Media Launches Programmatic Guaranteed
With Programmatic Guaranteed, Vistar’s marketplace supports all major programmatic transaction types—open exchange, private marketplace (PMP), and guaranteed—allowing campaigns to align with a wide range of objectives.
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Vistar Media has announced the launch of Programmatic Guaranteed (PG), a new way to buy and sell OOH campaigns when certainty and control are essential.
Programmatic Guaranteed (PG) allows advertisers to lock in delivery and pricing on select inventory while giving media owners better visibility into demand and stronger budget commitments, especially during high-demand periods.
With the addition of PG, Vistar’s marketplace supports all major programmatic transaction types—open exchange, private marketplace (PMP), and guaranteed—allowing campaigns to align with a wide range of objectives.
PG provides the assurance of direct deals and the speed, scale and flexibility of programmatic. For advertisers, it means guaranteed delivery on high-value inventory. For media owners, it provides budget confidence and enables them to plan and manage their inventory with greater efficiency when it matters most.
“The laws of supply and demand still rule in the US market, and when brands are planning around moments where visibility is critical and inventory is limited, they need certainty,” said Lucy Markowitz, SVP & GM, US Marketplace at Vistar Media.
“Programmatic Guaranteed makes it possible to lock in placements and budgets ahead of time, so both buyers and media owners can move forward with confidence. Most solutions today fall short on delivery assurance and pacing, so we built the most complete solution in-market to change that.”
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Vistar’s Programmatic Guaranteed solution is designed specifically for the complexity of OOH and built to do more than just reserve space.
Unlike other offerings, Vistar provides a fully integrated workflow that makes execution easier from start to finish, including automating pacing on behalf of the media owner to ensure campaigns deliver smoothly and as expected.
Historically, buyers had to choose between the flexibility of non-guaranteed and the certainty of direct deals, often at the cost of manual effort and limited scalability.
Vistar’s Programmatic Guaranteed offering eliminates that tradeoff, making it easier to plan campaigns with confidence, execute efficiently and deliver results when guaranteed outcomes are essential.
With PG, advertisers can
- Secure guaranteed impressions, ad plays or screen time on high-value inventory at a fixed price.
- Activate campaigns directly through Vistar’s DSP omnichannel DSPs —no manual processes or workarounds.
- Confidently plan around key events or short-flight, high-impact campaigns with reserved placements.
Media owners benefit from:
- Reserve inventory and revenue commitments in advance of high-demand periods.
- Automated pacing and dynamic reallocation to meet delivery goals.
- Preserve premium pricing for high-value inventory, or secure larger guaranteed budgets upfront during peak periods.
Programmatic Guaranteed is ideal for campaigns that require confidence, control and consistency, especially when inventory is in high demand or timing is critical.
Vistar has developed a PG solution that is practical, dependable, and easy to scale—enabling both buyers and sellers to work with the certainty of a direct deal, without added operational effort.
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