Are Programmatic Direct and Automated Guaranteed the same? What about Private Marketplace vs Programmatic Direct, how are they different? This chart helps to explain all the various digital media buying approaches and how they are all different.

1. DIGITAL MEDIA BUYING
IS INVENTORY
IN REAL-TIME?
RTB
IS INVENTORY
AVAILABLE
TO THE PUBLIC?
IS INVENTORY SOLD
AT A FIXED CPM?
YES NO
PRIVATE FIXED RATE
ONE-TO-ONE
BOUGHT
PRIVATE AUCTION
ONE-TO-FEW
OPEN RTB
BENEFITS:
• Audience Targeting
• Optimization Controls
• Scale across diverse
inventory set
• Low CPMs
PRIVATE MARKETPLACE
BENEFITS:
• Premium publishers
• Custom ad formats
• Audience targeting
• Optimization Controls
• Scale across diverse
inventory set
NO
DIRECT BUYS
(NON-RTB)
AUTOMATED?
PROGRAMMATIC DIRECT
AUTOMATED GUARANTEE
BENEFITS:
• Lower operational costs
• One IO
• Guaranteed
TRADITIONAL IO
DIRECT BUYS
BENEFITS:
• Premium publishers
• Custom ad formats
• Guaranteed
ONE-TO-MANY
YES
IS IT
YES NO YES NO