Programmatic

Programmatic Direct — Definition & Explanation

An umbrella term for programmatic transactions that involve a direct relationship between buyer and seller — including programmatic guaranteed, preferred deals, and some PMP arrangements. Offers more control than open auction while maintaining automation.

How Programmatic Direct Works

Programmatic direct deals are negotiated bilaterally and executed through Deal IDs in the programmatic stack. Unlike open auction where any buyer can bid, programmatic direct creates exclusive or priority access for specific buyers at agreed terms.

Why Programmatic Direct Matters for Publishers

Programmatic direct enables publishers to build premium revenue streams with direct advertiser relationships while maintaining programmatic efficiency. It typically commands 30-100%+ CPM premiums over open auction.

Frequently Asked Questions

What types of deals fall under programmatic direct?

Programmatic guaranteed, preferred deals, and invitation-only PMPs are the main types. Each offers different levels of commitment and price certainty.

Does Stellor Media facilitate programmatic direct deals?

Yes. Stellor's partnerships team actively sources and negotiates programmatic direct opportunities for publisher partners across multiple demand categories.

What is the minimum traffic requirement for programmatic direct?

While there's no strict minimum, most meaningful programmatic direct deals require 5-50M+ monthly impressions in the target audience or content segment.

Related Terms

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