Programmatic direct is a one-to-one media-buying process much akin to the traditional method whereby salespeople met with advertisers in person to strike a deal.

It is a very similar model to the private marketplace, with the exception that advertisers and publishers agree on specific inventory based on a fixed CPM.

The process may require some human interaction; unlike in the case of a private marketplace, publisher’s sales reps may be needed to negotiate deals directly with advertisers. However, the publisher can also set fixed prices, and the advertiser can simply accept or not accept them, without actually negotiating the price.

In such case, the experience is just as seamless as in the RTB open auction. Because the CPM is predetermined, there is no bidding process involving other publishers.