What are Media Buying Methods?

Programmatic advertising often involves technologies like the Supply Side Platform (SSP) and Third-Party Ad Server to streamline the delivery of campaigns. These tools work in conjunction with Real Time Bidding (RTB), allowing advertisers to reach their target audience efficiently while optimizing for performance metrics such as the View-Through Rate (VTR). By leveraging these advanced systems, brands can maximize the impact of their digital advertising efforts. In digital advertising, media buying methods are the means by which advertisers buy ad space from publishers in order to reach their target audiences. Buying methods can vary significantly from one advertiser to another depending on their budget, campaign goals, and intended audience.

What are the different buying methods in digital advertising?

Media buying can broadly be broken down into five main categories:

• Direct buying: Direct buying is the most traditional media buying method. This is when an advertiser communicates directly with a specific publisher in order to negotiate and purchase ad inventory. As it requires manual intervention and some time investment, this method is less widely used than in previous times but remains common in specific situations. For instance, when negotiating with premium publishers whose ad space offers a high number of guaranteed impressions, direct buying offers advertisers a guaranteed, high-visibility ad placement which can help build brand awareness.
• Real-time bidding: Real-time bidding, or RTB, is a type of programmatic media buying, and one of the most widely used methods nowadays. With this method, advertisers use a demand-side platform (DSP) to connect to an ad network and are matched with suitable publishers according to their targeting criteria and budget. The advertiser will then take part in a real-time auction, submitting automated bids for individual impressions whenever users visit the publisher’s platform. RTB enables brands to connect to a wide range of supply sources and gain a high degree of reach and exposure at competitive prices.
• Private marketplace: A private marketplace, or PMP, is a type of programmatic advertising that involves the use of real-time bidding. Unlike standard RTB, in this method, advertisers participate in an exclusive, invite-only auction for a publisher’s ad space. This helps publishers ensure a high standard of quality and relevance in the ads they display on their platforms.
• Programmatic direct: Programmatic direct is also a form of programmatic advertising. Rather than going to an open auction, this method involves matching advertisers with publishers directly so that they can purchase ad space for a set price, usually according to a cost per mille (CPM) pricing model. The advantage of this method is that it gives advertisers access to a fixed-price deal, which helps with budgeting and planning.
• Programmatic advertising: often involves technologies like the Supply Side Platform (SSP) and Third-Party Ad Server to streamline the delivery of campaigns. These tools work in conjunction with Real Time Bidding (RTB), allowing advertisers to reach their target audience efficiently while optimizing for performance metrics such as the View-Through Rate (VTR). By leveraging these advanced systems, brands can maximize the impact of their digital advertising efforts.
• Preferred deal: Another form of programmatic advertising, preferred deals are when publishers offer certain advertisers the opportunity to purchase their ad inventory at a fixed price before going to an auction. These advertisers get first right of refusal on the ad space and, if interested, can choose to either purchase it directly or go to an open auction and bid against other potential buyers in hopes of getting a better price.
• Performance Max Campaigns: Performance Max (PMax) campaigns are a type of automated media buying method that leverages machine learning to optimize ad placements across Google’s network. Advertisers provide assets and targeting inputs, and the system dynamically creates and places ads on platforms such as Search, YouTube, Display, and Gmail. PMax simplifies campaign management by unifying multiple campaign types into a single strategy, maximizing reach and performance.