Programmatic Direct is a method of programmatic advertising that involves a direct deal between an advertiser and a publisher, without involving exchange parties. In Programmatic Direct, advertisers approach publishers directly to buy ad space.
Here’s how it works:
- This process is facilitated through an advertising platform like a Demand Side Platform (DSP), Supply Side Platform (SSP), or ad exchange.
- It’s a one-to-one basis of buying ads directly from publishers.
- It offers more control for both sides as it covers non-auction based deals.
Direct programmatic deals offer guaranteed Cost Per Mille (CPM) and impressions for a fixed price and duration, simplifying sales as they occur in a single system.
Programmatic Direct is perfect for publishers looking for greater control over their inventory. In addition, it gives advertisers direct control over ad sales on premium pages. It can help relieve some of the associated security burden as publishers can benefit from knowing the ad creatives, the amount of impressions required, viewer categories, and more. Publishers have greater leverage over their ad inventory and this can help them improve their processes.