Rtb Deal Nomenclature
Management Summary
The names of RTB deals
| Designations | Pricing | Price level | transparency | Advertising materials |
| Programmatic Guaranteed, Programmatic Direct |
Fixed CPM Acceptance agreement |
€€€€ | transparent / semi-transparent | Standard and special formats |
| preferred deal, Direct deal |
Fixed CPM | €€€ | transparent / semi-transparent | |
| Private Auction | Auction with floor price | €€ | semi-transparent *) | Standard formats |
| Open Auction | auction | € |
WithtransparencyWhat is meant here is how much information the publisher discloses/provides about its inventory for each individual impression. This goes hand in hand with the oppositeTargetingMethods and data that can be used when using this inventory (see ourdetailed targeting guide). A distinction is made between
- transparent: everything **) is passed through; is sometimes called “branded”.
- semi-transparent: some things are passed on. This usually affects the site (rather than just the network). The rest depends on the deal (the agreement) and the technical infrastructure.
- blind: Fishing in troubled waters…
*) Paradoxically, it is precisely in the open auction (i.e. the cheapest area) that you can find a lot of offered inventory with full transparency, i.e. most of the targeting options are effective.
**) Each RTB deal can be set individually. So if you select “transparent”, it is still not certain that you will get full transparency.
The categorization of RTB deals
| Categorization | Designation | Relationship between publisher and advertiser | Inventory availability |
| automation | Programmatic Guaranteed | 1:1 | Reserved inventory with guaranteed playout |
| Private Marketplace – PMP | Preferred deal | 1:1 | not guaranteed |
| Private Auction | 1: selected | ||
| Open Marketplace | Open Auction | 1: all |
This overview shows the value of the RTB deal for the publisher (TKP), who compensates the advertiser in the form of guaranteed play or better targeting options.
Guaranteed playout is particularly needed when high advertising pressure is desired on a specific inventory at a specific time. ThisProgrammatic DirectDeals are similar to classic onesReservation Buying, with the huge advantage that the entire process is carried out programmatically.
Pre-targeted deals
Deals are often offered where the publisher or marketer already pre-filters the inventory. The simplest example is a geographical filter, e.g. “Austria traffic from publisher xy”. Like everything, it has two sides:
The publisher can restrict the available inventory to the disadvantage of the advertiser, in the best case scenario you at least know that – otherwise have fun debugging…
However, publishers can also have an RTB deal with good data, e.g. from aPublisher DMPor provide it enriched using “2nd party data” and thus enable targeting that we cannot achieve using our own data. Example: “Users who are interested in expensive cars” or “Users who will probably move soon“.
In conclusion
One request: The market moves quickly, new deals and details emerge quickly… If you have any additions, questions or corrections, please leave a comment below, preferably with a source, thank you!
