What’s the Difference Between RTB and Programmatic Direct?

[Aman Tiwari]

• RTB (Real-Time Bidding): Auctions ad impressions in real-time (open marketplace).
• Programmatic Direct : Fixed-price deals (guaranteed impressions) between publishers and advertisers , including:
  • Preferred Deals: First-look access at a fixed price.
  • Private Marketplaces (PMPs): Invite-only auctions with premium inventory.

 

[mukeshsharma1106]

1. RTB (Real-Time Bidding)​

• How it works: Ad impressions are auctioned off in real-time (milliseconds) via open marketplaces.
• Pricing: Dynamic (cost-per-thousand-impressions, CPM).
• Transparency: Less control over exact ad placements (unless using whitelists).
• Best for: Performance campaigns, remnant inventory, and broad audience targeting.

2. Programmatic Direct​

• How it works: Ads are purchased directly from publishers (no auction), often via fixed deals like:
  • Preferred Deals (Non-Guaranteed): First-look access to premium inventory at fixed prices.
  • Private Marketplaces (PMPs): Invite-only auctions with premium publishers.
  • Guaranteed Deals: Reserved inventory (like direct buys but automated).
• Pricing: Fixed CPM (negotiated upfront).
• Transparency: High—advertisers know exactly where ads will run.
• Best for: Brand safety, premium placements, and guaranteed reach.

Key Difference:​

• RTB = Open auction, lower cost, less control.
• Programmatic Direct = Reserved inventory, higher cost, more control.

For flexible options, platforms like 7Search PCC support both RTB and direct buying. Need help choosing? Ask away!