There are a few different types of programmatic advertising available to advertisers and publishers. They basically refer to the ways in which programmatic buying can take place.
A. Real-time bidding (RTB)
As you can probably tell by the name, real-time bidding allows advertisers to purchase ad space in real time.
B. Private marketplaces
Your ads are shown in top placements on high-profile websites. You participate in private programmatic marketplaces. Private marketplaces are basically invitation based RTBs. They’re organized by publishers trying to sell premium ad inventory directly to advertisers, generally at higher costs.
C. Programmatic direct (deals)
A one-to-one media buying process. The sell-side and the demand-side negotiate on a fixed CPM, and the transaction takes place directly, without ad exchanges.
This sounds very similar to the old manual direct media buying methods, but it’s nowhere near as complicated. The negotiation and campaign setup takes place on a single platform, making things easier and reducing the risk of human error. Plus, setting up the campaign is a lot faster.
D. Programmatic guaranteed
Another one-to-one media buying transaction in which the sell-side and the demand-side enter an agreement prior to the campaign run. The advertiser agrees to buy a certain number of impressions, and the publisher agrees to deliver that number of impressions for a guaranteed price.
Source:
Predescu, A. (2023, March 17). The Complete Guide on Programmatic Advertising – Creatopy. Creatopy Blog. https://www.creatopy.com/blog/programmatic-advertising/