Programmatic Direct is a method of buying digital ad inventory where advertisers and publishers agree on fixed terms, bypassing auctions. It combines the automation of programmatic technology with the control of direct deals. Inventory is reserved in advance, offering guaranteed impressions and premium placements. This method suits advertisers who want brand-safe environments, predictable pricing, and full transparency. It’s commonly used for high-impact ad formats like homepage takeovers or video.
Frequently Asked Questions
Is real-time bidding involved in programmatic direct?
No, inventory is reserved upfront with fixed pricing, eliminating the need for real-time bidding.
Why would a brand prefer programmatic direct over RTB?
It offers guaranteed delivery, premium placements, and more control—ideal for high-stakes branding campaigns.
Can programmatic direct be used across all ad formats?
Yes, including video, display, native, and CTV, depending on what the publisher offers.
How does programmatic direct improve campaign planning?
It ensures predictable reach and cost, allowing advertisers to plan budgets and timelines more effectively.
