Programmatic guaranteed (PG)

In Amazon DSP's data model this is dealType=PROGRAMMATIC_GUARANTEED priced at priceType=FIXED_CPM — you pay that exact CPM on every impression won. FIXED_CPM alone does not identify PG: preferred deals price the same way with no volume guarantee, while private auction deals carry FLOOR_RATE and clear variably above it. What PG removes is campaign control. Amazon states optimization is disabled for PG deal campaigns, so goal and bid strategy do not impact delivery — and you barely choose them anyway: validation pins bidStrategy to PRIORITIZE_KPI_TARGET (SPEND_BUDGET_IN_FULL for PG SOV), forbids a REACH KPI, and forces base bid and max average CPM to the deal price. Amazon says that with a PG deal none of the DSP targeting options are available — audience, location, dayparting, content, app blocking, viewability, third-party pre-bid.

So the levers sit in the proposal — targeting, frequency, budget, flight dates and maximum creative length are deal terms, and Amazon's own advice is to negotiate targeting upfront with the publisher rather than apply it in the DSP. The failure that destroys money is trafficking, not strategy. Amazon Media PG proposals need a minimum 7-day flight, and PG deals on Amazon O&O — Streaming TV, Prime Video, Twitch, Fire TV — auto-terminate after seven consecutive days of non-delivery: a late or rejected creative, a prolonged pause. A terminated deal cannot be reactivated; the publisher has to recreate it. Upload assets about 48 hours before start to allow encoding, check ad duration against the deal maximum — over it, the ad simply will not deliver — and read delivery daily through week one.