Programmatic Media Buying, also known as programmatic advertising, is about buying and selling ad spaces automatically. Publishers and advertisers use programmatic media buying platforms with machine learning to serve ads and to buy ad spaces. 

Types of Programmatic Media Buying

There are different types of programmatic advertising and they are all designed to avoid manual efforts in the media buying process. 

Real-Time Bidding (RTB): Also known as open marketplace or open auction, RTB is a type of programmatic media buying process which is based on real time auctions. As its name implies, open auction is open to all advertisers and publishers. Mainly it consists of three different entities: Demand Side Platform (DSP), Supply Side Platform (SSP), and Ad Exchangers.

Learn more about Real-Time Bidding

Private Marketplace (PMP): Private Marketplaces are invite-only platforms which are only open to selected few publishers who have the privilege to select the advertisers who they will open and sell their ad inventory. At the same time, advertisers have an opportunity to track the ad inventory transparently without wasting time on manual operations. 

Programmatic Direct: It is a type of programmatic media buying where high calibre advertisers buy desired ad spaces from publishers without action to protect their brand image.