Programmatic media buying is a complex process, and it can be difficult to understand the different types of programmatic advertising offers available. This article provides a comprehensive guide to the six main types of programmatic advertising, including real-time bidding (RTB), private marketplaces, preferential bids, programmatic direct, mobile network operators, and data-driven approaches. Real-time bidding (RTB) is an open auction for advertisers and publishers in which the price of inventory is agreed in real time. This type of programmatic offer allows transparency between buyers and sellers: publishers can view the inventory before the ad is published, thus controlling the quality of the content, while advertisers can take charge of the inventory prices.
Private marketplaces are auctions in which only specific advertisers can bid, who are identified through a selection process established by the publisher. This type of programmatic advertising eliminates the mystery of ad placement that comes with the real-time bidding option. Preferential bids occur when publishers sell their premium inventory in an individual programmatic auction at a fixed price of CPM (cost per million) to a select group of advertisers. This type of programmatic advertising is particularly useful for companies that focus on premium locations and brand safety.
Programmatic direct is when a publisher sends an invitation to an advertiser to buy their inventory directly without a bidding process. This type of programmatic media buying is sold at a negotiated price, usually based on the CPM, for a specified period of time. Mobile network operators use programmatic advertising to make commercials more interesting for their target audience. They create audience segments that are better suited to different groups of people and reuse their television commercials to create more than 1000 versions of the programmatic advertisement.
Data-driven approaches involve working closely with Google through Display and Video 360 to combine all customer data to optimize valuable consumer touchpoints. This type of programmatic marketing allows advertisers to target mobile players, which will increase considerably from 1.8 billion to more than 2.3 billion in 2026.Now that you know the different types of programmatic marketing, let's move on to programmatic ad formats. Advertisers know that certain types of ads are more reliable in helping to overcome banner blindness, that is, the tendency of users to ignore ads. This comprehensive guide has provided an overview of the six main types of programmatic advertising offers available.
Understanding these offers can help you make informed decisions about your digital marketing strategy.