Programmatic Direct

A one-to-one media-buying arrangement that mirrors traditional direct sales, where a publisher's sales team would meet with an advertiser to negotiate and close a deal in person.

The model is closely related to the Private Marketplace (PMP), but with one key distinction: there is no auction. Instead, the advertiser and publisher negotiate directly, agreeing on specific inventory at a fixed CPM or eCPM rate. This gives both parties greater certainty — the advertiser knows exactly what placements they are buying, and the publisher knows the price upfront.