![]() It helps media buyers to reach a bigger audience which increases the efficiency of their marketing campaigns. Examples of Programmatic Advertising Platforms and CompaniesĪ Doubleclick Bid Manager (DBM) gives advertisers, trading desks, and advertising agencies access to ad spaces in real-time. Preferred deals are another type of programmatic direct deal since they too involve a one-to-one interaction between the publisher and the advertiser. Therefore, programmatic guaranteed deals, where publishers reach out to advertisers to offer a reserved inventory, are an example of a programmatic direct deal. There is a one-to-one relationship between the publisher and advertiser, and there is no bidding. Programmatic direct describes any programmatic deal where an advertiser buys ads directly from a publisher without using an agency. ![]() Is Programmatic Direct the Same as Programmatic Guaranteed? The publishers deliver the ads at a mutually agreed-upon date and time. Programmatic guaranteed deals consist of an agreement between publishers and buyers where reserved inventory is sold to a buyer ahead of time at a fixed price.Preferred deals are a private interaction between an advertiser and the publisher in which the publisher presents the advertiser a ‘first-look’ at the premium inventory.This is good for both parties since it ensures inventory exclusivity without affecting CPMs. Typically, the publisher will handpick the invited advertisers. Private auctions, or private exchanges, still involve bidding but are only available to a few select advertisers instead of being open to all.This is the most common and traditional type of programmatic deal because it generally leads to higher CPMs than other types. Any marketer on the ad network has the opportunity to bid on the available inventory. Open auction, also known as an open exchange, is when publishers sell any premium inventory available to the highest bidder.There are four fundamental types of programmatic deals, each of which provides a unique benefit. ![]() What Are the Different Types of Programmatic Deals? Advertisers can end up paying more than expected if any competitor decides to buy the inventory at a higher price.
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