Programmatic advertising is a powerful tool for digital marketers, offering flexibility and scalability that can significantly increase advertising revenues. However, it can be difficult to understand the different types of programmatic direct deals available. In this article, we'll explore the three main types of programmatic direct deals: guaranteed programmatic offers, private marketplaces (PMP), and programmatic direct.
Guaranteed Programmatic Offers
Guaranteed programmatic offers are classified as direct programmatic. These offers are created directly between two parties, and are not part of a marketplace like RTB auctions.With guaranteed programmatic offers, a publisher and an advertiser negotiate manually one-to-one to determine a fixed price for the inventory of advertisements that the advertiser buys directly and that the publisher reserves exclusively for them.
Private Marketplaces (PMP)
Private marketplaces (PMP) are similar to guaranteed programmatic offers, but they are created within a marketplace of other advertisers. This means that PMP offers are more private than RTB auctions, but not as private as guaranteed individual negotiations.Programmatic Direct
Programmatic direct is the process of buying one-to-one ads directly from publishers. This type of programmatic advertising is more expensive and less scalable than RTB because transactions are performed individually. The purpose of programmatic direct is to further improve audience segmentation to increase audience relevance and make the overall advertising experience smoother.Conclusion
Programmatic advertising is a powerful tool for digital marketers, offering flexibility and scalability that can significantly increase advertising revenues.It's important to understand the different types of programmatic direct deals available in order to create the best offers for your objectives and advertising campaigns.
