Vistar Media, the leading global provider of technology solutions for out-of-home (OOH) media and part of T-Mobile Advertising Solutions, has unveiled its new Programmatic Guaranteed (PG) offering-a powerful addition to its programmatic suite that enables advertisers and media owners to transact with confidence when delivery assurance and control are paramount.
Designed to meet the evolving needs of both sides of the media ecosystem, Programmatic Guaranteed allows advertisers to secure fixed inventory and pricing on select high-demand placements. For media owners, PG unlocks deeper visibility into demand and ensures stronger budget commitments-particularly valuable during peak campaign periods such as major events, holidays, and product launches.
With the introduction of PG, Vistar’s marketplace now supports the full range of programmatic transaction models: open exchange, private marketplace (PMP), and programmatic guaranteed. This complete spectrum ensures advertisers can align every campaign strategy-from performance to premium-with the right buying method.
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“The laws of supply and demand still rule in the U.S. 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.”
PG combines the reliability of traditional direct deals with the automation, scale, and efficiency of programmatic buying. Advertisers benefit from guaranteed impressions on premium inventory without sacrificing the ease of digital activation. Meanwhile, media owners gain a predictable revenue stream, allowing them to better manage inventory and optimize yield.