What are the characteristics of each programmatic transaction model?


There are several types of programmatic advertising transactions. Pay attention to the differences!
➡ Open Auction:

  • Price determined by bidding.
  • Inventory available to all buyers.
  • Possibility to apply floor prices and brand safety measures.

➡ First Look:

  • Specific inventory.
  • Targeted buyers.
  • Price determined by bidding with a floor price.

➡ Preferred Deal:

  • Transactions at a fixed price.
  • Negotiated with specific buyers.
  • Often used to ensure commitment from publishers and achieve advertisers objectives.

➡ Private Auction:

  • Auction-based transactions.
  • Limited to authorized buyers.

➡ Programmatic Guaranteed:

  • Transactions at a fixed price.
  • Inventory reserved for a single buyer.
  • It is an evolution of traditional media buying.

When defining inventory, we have:
➡ Marketplace Packages:

  • Bid-based transactions.
  • Packaged inventory – curated packages.
  • Can be public or private.
  • Allows for the creation of scalable audiences in brand-safe environments and provides more visibility.

The open auction model is the most commonly used transaction type, representing the majority of programmatic inventory (over 50%). However, transactions that define the price and limit buyers (“preferred deal” or “programmatic guaranteed”) have gained importance, offering more control, transparency, and inventory quality.

It is important to understand the needs of each advertiser in advance and tailor the transaction model to achieve their objectives.