Deals

Deals in programmatic advertising refer to pre-negotiated agreements between buyers (advertisers) and sellers (publishers) regarding purchasing advertising inventory. These deals stand apart from the open auction environment, where bidding determines inventory prices in real-time.

Deals in programmatic come in various forms, primarily including Private Marketplaces (PMPs), Preferred Deals, and Programmatic Guaranteed.

• Private Marketplaces (PMPs): A PMP is a type of deal where selected advertisers are invited to bid on a publisher's inventory in a private setting, as opposed to the open market.

• Preferred Deals: These deals are negotiated directly between a single buyer and seller where specific terms are agreed upon, including price and inventory access. The advertiser can buy the inventory at the agreed price without a bidding process.

• Programmatic Guaranteed: Also known as automated guaranteed or programmatic direct, this deal type mirrors traditional direct buying but is executed through programmatic technology. The buyer agrees to purchase a fixed amount of inventory at a fixed price, and the seller guarantees delivery. This setup combines the efficiency of programmatic buying with the certainty and transparency of direct sales.
  

The key advantages of these deals include better inventory quality, transparency, and the opportunity for advertisers to secure premium ad slots that may not be available on the open market.

For publishers, deals offer a way to maintain control over their inventory and build direct relationships with advertisers, often at higher price points than what they might receive in the open auction.