Unlike traditional media buying, programmatic advertising is not bought directly from publishers. In this form of media buying, the human negotiation process is replaced with machine learning and AI-optimisation. The platform uses real-time data to identify the best online audiences for the campaign and then buys digital ad inventory through an auction. Advertisements are personalised based on each consumer’s unique interests and behaviours. There is a range of programmatic deals available which dictate how the media processing buying operates.
Programmatic Media Buying
Real-time bidding (RTB)
Ad slots are open to everyone and are sold with auction-style bidding. This type of programmatic buying is quick to set up and optimise.
Private marketplace (PMP)
Functioning similar to RTB, but with an invite-only availability. For this type of auction, premium ad inventory is usually set aside for advertisers. This has the benefit of accessing sites with mass reach, and accurately measuring ROI.
Advertisers choose inventory at a fixed price prior to it being made available on private auctions. With preferred deals, pricing and targeting can be agreed on before the actual purchase.
Following the traditional media buying process, media is negotiated on a one-on-one basis. The benefit of this allows you to know exactly where ads will be placed, with greater choices surrounding ad inventory.