Programmatic Direct mirrors traditional advertising deals in that this involves the publisher corresponding directly with an interested advertiser. Unlike PMPs or Open Market, there is no ‘bidding war’ or auction. In this negotiation, the publisher will offer digital ad-space for a specific CPM (‘Cost Per Mille’, refers to the price of 1,000 ad impressions paid by the advertiser). Compared to Open Marketplaces and PMPs, there is more
human involvement needed for Programmatic Direct because of the need for direct contact and negotiation. However, publishers may appreciate the added control over
who advertises with them.