DoubleClick by GoogleDoubleClick by Google


Published June 2016

Programmatic Direct is one of the fastest-growing areas of digital advertising. In the US alone, one in every two dollars spent programmatically now runs through a direct deal. Both buyers and sellers have embraced this new approach because it offers the control of traditional reservations, with the efficiency, targeting, and reach of programmatic buying.

Despite the widespread adoption of direct deals, we often still hear questions from buyers about how to most effectively use Programmatic Direct for their campaigns — including which deal type is appropriate for different scenarios.

This guide was designed to clearly define Programmatic Direct and explain the underlying deal types so you have confidence in choosing the best approach for your campaigns.


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