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Published April 2017

Upfront season 2017 is approaching, and both publishers and advertisers alike are getting ready to make the most of it. In past years, this meant you had to negotiate and execute every upfront deal directly. But Programmatic Direct in DoubleClick can help you navigate upfront season with greater efficiency, with a wide range of buying and selling options compared to just traditional reservations.

Check out our State of Play for the first quarter of 2017 to learn how Programmatic Direct can help you transact deals more efficiently, and reach the audiences you need.

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Further reading:

The buyer's guide to Programmatic Direct

    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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