What is programmatic direct versus real-time bidding (RTB) in programmatic advertising?

Digital Marketing Hard

Digital Marketing — Hard

What is programmatic direct versus real-time bidding (RTB) in programmatic advertising?

Key points

  • Programmatic direct offers guaranteed inventory, unlike RTB's auction-based system
  • RTB's open auction can lead to unpredictable ad placement
  • Programmatic direct provides premium inventory control
  • Fixed CPMs characterize programmatic direct deals

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