Direct or programmatic advertising? The truth is that there is no-one-size-fits-all answer. Each approach has its own strengths and unlocks different benefits and opportunities, depending on your goals. In this blog we explore the main differences between these two, so you can quickly understand when each strategy makes the most sense for your website.
What is Programmatic Media Buying?
Programmatic Media Buying is an automated method where ad space is bought and sold through technology, enabling near-instant actions. It uses real-time data to reach targeted audiences and improve campaign performance.
Rodzaje programmatycznego zakupu mediów
RTB (Real-Time Bidding)
Real Time Bidding is a buying method where inventory is sold in real time through an open marketplace. When a user opens a website or app, an ad request is sent and advertisers bid, with the highest bidder winning the space.
PMP or Private Marketplace
Private Marketplace is a different media buying path that happens through real-time auctions. The main difference here is that the inventory is not open to everyone, only a selected group of advertisers are allow to bid for these spaces. It is important to keep in mind that this only happens to high-value inventory that drive very efficient results.
Programmatyczny Direct
This is one of the most traditional forms of media buying, executed through programmatic technology. Here, the publisher speaks directly with the advertisers where they have an agreement over the ad space, at a fixed CPM.
What Is Direct media buying?
Direct media buying is a traditional one-to-one deal where publishers sell inventory directly to advertisers without intermediaries or automation. Price, volume, placement, and timing are manually agreed upon and executed. This way publishers secure the predicted income and improve relationships.
What are the different types of Programmatic Direct Media Buying?
Programmatic Guaranteed
Programmatic Guaranteed is characterized by the fact that the inventory’s price and terms are already negotiated and secured for the buyer. This method is the closest to traditional direct sales but through programmatic technology.
Programmatic Preferred
Programmatic Preferred is based on a previous negotiation of price and terms, for the inventory. Here, the buyer can either accept the already agreed CPM or decline when the ad request appears. When accepted, they get the impression if not, this will passed through different demand sources such as (PMPs, Open sources, Header bidding…)
Still unsure which one will work best for your strategy?
