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Programmatic video advertising: The basics explained (2025)

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So, you need a simple and easy-to-understand guide to programmatic video advertising. We’ve got just what you need. We will cover what programmatic video ads are and how they fit into a sprawling programmatic advertising landscape that never stops growing. There are many different types of programmatic advertising out there, and one of the most popular involves video. It’s different from other media types, with the same advertising technology. This post walks you through: What is Programmatic Video Advertising Is Programmatic Video a Big Deal? Why is Programmatic Video So Popular? Types of Programmatic Video Ads What are the Best Programmatic Video Platforms? Should You Invest in Programmatic Video Ads? Conclusion TL;DR – What Have We Learned Let’s get started! Photo by KAL VISUALS on Unsplash What is Programmatic Video Advertising? First of all, what is programmatic video advertising? Programmatic advertising is the practice of buying and selling ad space using data and machine learning technologies to automate the process online for faster, better results. In this instance, advertisers create video ads that are then programmatically traded. This is done using real-time bidding, programmatic direct or private marketplace deals. Is Programmatic Video a Big Deal? Advertisers have increased their investment in video ads moving in 2020. It’s clear that video is a big deal when it comes to ROI and programmatically trading ads. In 2019, advertisers spent around $29.24 billion dollars on programmatic video advertising, which is nearly half of all display ad spending in the US. Programmatic video advertising platforms like Facebook, Twitter, TikTok, and Snapchat advertising have influenced this boom, along with developments in smart TVs, over-the-top (OTT) video, and social advertising – not to mention the increasing growth of mobile. Emarketer is predicting that video will plateau for a few years, but it doesn’t diminish the reality that video is still the dominant media format for high-impact display ads online. With 81.2% of all digital video transacting programmatically, it’s fair to say that automated video is now the norm when creating and distributing digital video ads. Why is Programmatic Video So Popular? Video is a powerful medium, especially for advertising. There is no better ad format for brand storytelling, and capturing people’s attention than video. It’s hands-down the highest impact and versatile of all advertising media. Google recently told us that 60% of people would rather watch online videos than television. By 2022, 82% of all online consumer traffic will be from video. Video ads are also an especially versatile ad format. This could account for their rising popularity and the increasingly creative methods used when advertisers want to hyper-personalized ad messages. Types of Programmatic Video Advertising There are many different types of programmatic video advertising that are created today. Each allows for interesting creative opportunities. In-Stream Ads In-stream ads are part of a video’s linear structure, and they are placed either before, during or after the content in the video. If you’ve watched a Youtube video, you’ve come across them. Pre-roll ads: Play before the video starts Mid-roll ads: Play as the video is playing Post-roll ads: Play at the end of the video Out-Stream Ads Also called native video or in-read ads, these video ads differ from their in-stream counterparts. Outstream ads don’t play with other videos, instead they mainly appear in text content and autoplay as you’re scrolling by. These ads don’t disrupt existing video content like instream ads do. In-Display Ads In-Display adverts are rich-media videos that appear inside display ad units, at the top of your Youtube feed or in-banner on a page. They don’t play without being clicked on, so there’s an element of choice for the viewer. What are The Best Programmatic Video Platforms? According to a 2017 Emarketer report, there are several video platforms you will want to consider as a digital video marketer. These are the best platforms for your online campaigns. YouTube and Vevo – still the dominant platforms for video advertising Facebook, Snapchat. TikTok and Twitter – social networking sites come in second Video Demand Side Platforms (DSP) – for programmatic placement of your videos With 68% of respondents using social platforms to make an impact with video, a lot of opportunities still exists with programmatic display advertising as we glide into 2021. Facebook video advertising is especially important, with 100 million hours of video watched every day by the sites 2.3 billion active users. Should You Invest in Programmatic Video Ads? What is programmatic video advertising without a strong Return On Investment (ROI)!The reason why so many advertisers prefer video advertising, is because it has the ability to reach their audience and convert them more effectively than other ad types. There’s a good reason why 87% of marketing professionals use video as a marketing tool, and it’s because of bigger, better profits. An overwhelming majority of digital professionals are satisfied with the ROI they get from their video ads! What this means is that when you shift to using programmatic video ads, you convert the already powerful medium of video into a super resource for conversions – thanks to targeting, personalization and the budget control that comes with programmatic technology. In Conclusion… Hopefully this quick guide has answered all of your main questions on automated video and its value.Now you understand what programmatic video ads are, why they’re popular – and which types of ads are used most often. From the best platforms to the reasons why investing in video is a good idea, the next time someone says, ‘hey – what is programmatic video advertising?’ You’ll have the answers. What Have We Learned? Programmatic video advertising is when advertisers use automation technology to buy the best possible ad space from publishers for their video – within their predefined budgets and parameters. Video ads are dominating the digital advertising industry. Almost half of the Display Advertising spend in the US is on videos. Over 80% of video ads are traded programmatically. This ad format is so visual and versatile, which is excellent for brand storytelling and personalization. There are several types of Video Ads for the main categories are: In-Stream Ads, Outstream Ads, In-Display Ads There

7 types of marketing attribution models (+ how each works)

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Attribution models & windows and their roles in advertising are what we will be discussing in today’s article. When it comes to digital advertising, attribution helps us better understand our ad performance and identify areas of opportunity for optimizations. The ultimate goal is to deliver a better experience of the customer journey. What is the importance of attribution when it comes to digital marketing? Hubspot’s 2025 State of Marketing report revealed that marketers have found using data to prove ROI  has become even more important today than ever. Here’s what that really means: Marketing teams are drowning in data but starving for insights. They can’t figure out which channels actually drive results, what needs fixing, and what’s just burning budget. Every platform claims credit for the same conversion, and CMOs are asking harder questions about spend allocation. There’s no magic attribution model that works for everyone. But understanding your options — and their limitations — helps you make smarter budget decisions. We’ll walk through the most common attribution models and explain attribution windows so you can build a measurement strategy that actually informs your media buying. What is an attribution model? An attribution model decides which marketing touchpoints get credit for your conversions. Picture this: Someone clicks your Google ad but doesn’t buy. Two days later, they see your Facebook ad and visit again — still no purchase. Then they Google your brand name directly and finally convert. Which channel “caused” that sale? Google for the first touch? Facebook for nurturing? Direct search for closing? That’s where attribution models come in. They’re basically the rules for dividing credit across your marketing channels. Some give all credit to the last click. Others spread it around. The smart ones use data to figure out what actually works. Here’s the thing: Most customers don’t convert on their first visit anymore. They research, compare, and bounce between channels before deciding. So if you’re only crediting the final click, you’re probably starving the channels that create awareness and consideration. The model you choose shapes where you spend your budget. Get it wrong, and you’ll cut the campaigns that are actually driving growth. Types of attribution models Most platforms give you a few different ways to split credit. Here’s what each one actually does — and when you’d want to use them. Keep in mind that Google retired many of these rule-based models in 2023. Still, understanding the logic remains helpful when setting up attribution on other platforms or third-party tools. 1. Linear attribution model Linear attribution models look at your overarching marketing strategy and equally credits every channel the user interacts with. For example, Richard first discovered your brand through Google search organically. Then he saw your ad through Connected TV when he was streaming videos at home, prompting him to visit your website. He doesn’t make a purchase but signs up for your newsletter. He then starts seeing retargeted Facebook ads and decides to convert. A lot to unload here, but Linear attribution models say, SEO, the Connected TV ad, Direct traffic, email marketing, and Facebook ads all had an equal role in driving this conversion. This is a holistic way to measure your marketing strategy. Every channel counts. You’ll then be able to evaluate which ones are the biggest conversion drivers (and which to eliminate, perhaps). 2. Time decay attribution model The Time Decay attribution model enables you to determine the channels that generate the most conversions. It does it by distributing credit in increased increments to each channel as it gets closer to the conversion. This means the very last touchpoint will get the most credit, whereas the least amount of credit would go to the first touchpoint. So less value is put in the top-of-the-funnel channels, and advertisers can focus their ad dollars and efforts on bottom-of-the-funnel ones to improve conversion rate. 3. First click attribution model The First Click attribution model will credit the conversion to the very first touchpoint of the user. Example:Sally sees a LinkedIn ad for a creative agency’s eBook, “2021 Design Best Practices”. She’s interested, clicks on the ad, and fills out the form on the landing page to download the resource. She is then entered into an email drip campaign. A few days afterward, she received the first follow-up email from the agency, inviting her for a 15-minute consultation. Sally agrees and ends up hiring the agency for her business needs. If it was the First Click attribution model, the email doesn’t get the credit, but instead, it’s the LinkedIn ad. This model is helpful when it comes to driving new consumers. Once you identify how most people come through to your site or landing page, you’d be able to dedicate more ad dollars to run a successful campaign. 4. Last click attribution model Let’s say Sabrina is scrolling through her Instagram feed and see an ad for a skincare product that grabs her interest. She clicks on the Instagram ad, checks out the skincare company’s site, reads about the product, and leaves. She then spends the next few days researching more about it by watching Youtube videos and reading Google reviews. Sabrina finally decides that it’s the right product, and since she already knows the brand name, she fills out the URL and goes to the site to make a purchase. In the case of the Last Click attribution model, the conversion would be credited to Direct Traffic. It’s a great model to determine which channels drive the most conversions. 5. Last non-direct click attribution model This alternate model shouldn’t be mixed up with the Last Click attribution model. The Last Non-Click Direct attribution model will give credit to the last touchpoint that isn’t direct! A simple example would be: someone seeing your Display Ad and clicks on it but doesn’t make a purchase. But the next day, they type in your website URL and convert. Your Display Ad would then get the credit in the Last Non-Click Direct attribution model. This model helps find marketing triggers that drive

14 best programmatic advertising agencies & platforms (2025)

team of marketers discussing what is the best programmatic platform

There are a lot of programmatic advertising agencies and platforms out there. If you’re an advertiser on the hunt for a reliable, trustworthy programmatic ad partner—you’re in the right place. You need a company who knows the business of programmatic tech, and can use it to make your ad spend go further, faster. But who do you trust? You could spend weeks gathering data on the top Demand Side Platforms (DSPs) and the best Supply Side Platforms (SSPs) around. You could put your finest people on exploring ad networks and B2B programmatic ad vendors – and still be confused at the end. It may be 2021, but there’s a lot of unclear information out there. We’ve taken the time to review each of these programmatic advertising platforms for you, to help you make the best decision for your brand. Here they are! Here is a list if you prefer to skip to a specific one: War Room MediaMath Amobee Digilant Disruptive Advertising Fyber SmartyAds Choozle IgnitionOne Sizmek Tubemogul Google Marketing Platform Appnexus Console AdRoll Photo by Marvin Meyer on Unsplash War Room   War Room is a programmatic advertising agency that partners with brands across every industry—from eCommerce and tourism to real estate and finance. AdExchanger named us a Programmatic Power Player, and Neil Patel calls us one of the best programmatic ad platforms out there. (And yes — we’re absolutely confident enough to put ourselves at #1.) We built our ad tech platform Kedet from scratch. It uses Artificial Intelligence to connect your brand to the world of high-impact programmatic ads and transparent ad tech practices. Theomnichannel platform gives you simple access to an enormous list of Demand Side Platforms, suppliers, and ad networks for a smarter programmatic solution. We intentionally built our platform and agency to exceed the expectations of advertisers, based on existing studies, competitors, and comparison data. We are best known for our hyper-targeting capabilities and cross-channel attribution. With our tried-and-true methodology, SCORE, you can expect performance-driven campaigns with great Return on Ad Spend (ROAS). Look no further for outstanding, managed programmatic ad services. Our mission is to take the fear out of digital advertising! Get In Touch MediaMath The well-known ad tech giant MediaMath makes it on this list because of their omnichannel DSP offering. Great data management and intelligence sets this company apart in the programmatic space. If you’re a large brand looking for a fantastic all-rounder, check this company out. They have a strong track record that speaks volumes in the industry. Amobee Amobee is an independent advertising platform that focuses on omnichannel reach, like we do. One of their solutions involves a DSP that allows their clients to execute cross-channel programmatic campaigns. It’s admired for its extensive features and comprehensive ad tracking abilities. Known best for their programmatic display advertising options, the only criticism we can find online is that retargeting could be better. Digilant Digilant offers clients the ability to use their omnichannel agency solutions or run self-sufficient campaigns on their platform. As an agency they use the MediaMath platform to help clients run their own digital campaigns. This brand is useful when you need an agency to teach your team how to run partial or fully independent programmatic campaigns online. Disruptive Advertising As far as programmatic advertising platforms go, Disruptive Advertising focuses on PPC ads, display ads, Facebook ads and programmatic video advertising. They are known for their transparent practices and elegant dashboards – and they have hundreds of proven success studies published from their client base. Fyber Fyber is a mobile-focused programmatic ad company that helps you monetize app ads with their FinTech software development projects. Their web platform has proprietary technology and was created when 4 ad tech companies combined, offering tailored solutions through expert ReactJS development services. Now they offer mediation, real-time bidding, video advertising, and complete programmatic management solutions. SmartyAds SmartyAds is a full stack ad system that does just about everything in the programmatic realm. When you partner with them you get omnichannel programmatic, access to impressive ad tech and clean, easy-to-track viewability for your ads. This platform is for buyers, sellers and tech partners. Choozle Choozle makes it onto the list with a well-known suite of digital advertising tools. Their programmatic extends across video, mobile, display and many other formats. They are best known for their great training resources, online coaching and as a starter DSP platform with limited data insights. IgnitionOne Programmatic advertising companies with strong customer intelligence like IgnitionOne, are worth investigating. They offer omnichannel targeting and personalization to customers, but it’s limited. Feedback on the suite is that it’s not the easiest platform to use, and it’s fairly expensive. Still, it’s one of the better platforms out there for customer insights. Sizmek Sizmek was recently acquired by Amazon Advertising in 2019, which makes them a company to watch. As a programmatic ad management platform they have some smart features for clients. As one of the original digital advertising companies on the block, their multi-screen capabilities are excellent and they make a great DCO (dynamic creative optimization) for programmatic creative, for larger companies. Tubemogul   Adobe’s Tubemogul is the advertising cloud that unites and automates all of your digital video advertising functions. Their focus is on personalizing the ad experience for your customer. This is a good option for video programmatic, and the platform makes it easy to execute campaigns across multiple platforms and screens. Users mention a slower UI, which is common with Adobe product offerings. Google Marketing Platform   Once the king of digital advertising platforms, Google is still way up there in terms of usability and impact. It’s particularly good for programmatic search advertising, but a little clunky. General consensus is that there are better options out there for an overall DSP. Appnexus Console One of the more technical digital advertising marketplaces around, AppNexus works best if you have an on-staff analytics team. Small and large buyers will like the self-service options. On the whole, users tend to say that this company works best if you understand programming, but it is a solid DSP to use for skilled users. AdRoll Last on

9 winning programmatic advertising examples (+ why they work)

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So you’re trying to get a better understanding of programmatic advertising and you’d like to see some examples? As a marketer, it’s important to know how other brands are succeeding online with automated ads. That’s why we’ve put together a master list of examples that will inspire your next big idea. Go ahead and skip to the programmatic advertising examples that leap out at you as you browse. There are a lot of moving parts when it comes to running an extraordinary programmatic ad campaign. Think of this post as the spark that will set your idea generation machine on fire! It’s great if you’re prepping for a meeting on your programmatic creative, or you’re searching for interesting ways to better convert your customers and optimize your ad spend. From new innovations with social media advertising, to getting the most out of your in-stream ads – this post walks you through the programmatic ad concepts that are getting the most traction online. Here are some of the most genius ad campaigns that have been run over the last few years. Grab a pen or take mental notes, you’ll want to remember these big ideas. Editor’s Note: You may find these following articles useful: What is Programmatic Advertising? How Does Programmatic Advertising Work? Pros & Cons of Programmatic Ad Buying What is Programmatic Video Advertising? What is Programmatic Display Advertising? In this blog, you’ll learn: How Auto Trader Achieved a 90% Reduction in CPA How John Lewis Achieved a 346% Higher ROI on Black Friday How Lacoste Generated 19,749,380 Impressions and 2,290 Sales with Programmatic Display Ads How IHG Hotels Used Programmatic Ads to Disrupt the Metasearch Industry How Unilever’s Axe Romeo Reboot Tells a Story 100,000 Different Ways How O2 Created a 128% Better CTR with Creative Programmatic How Amanda Foundation Finds People for Shelter Animals How Missing People Found 20% More Kids Using Programmatic How The Economist Got 3.6 Million People to Take Action Conclusion TL;DR – What Have We Learned Photo by Saumya Rastogi on Unsplash How Auto Trader Achieved a 90% Reduction in CPA At the top of our list of great programmatic advertising examples is Auto Trader – the giant digital automotive marketplace that has over 450,000 listings every single day. They were a big winner in the Programmatic and Performance Marketing Category at the Marketing Week Masters Awards in 2018. Buying and selling cars online is an incredibly competitive niche. Even though Auto Trader attracted 55 million cross-platform visits every month, their click results weren’t what they should be. The company had its own in-house programmatic trading team, but targeted digital campaigns were still intensive to run – and optimizing ad spend was an increasing concern. So, they pivoted and partnered with a new Demand Side Platform (DSP) which allowed them to precisely select the high-value audiences they wanted to reach. Campaign goals in hand, the new machine learning algorithms worked to make their limited ad investment smarter. Automating their campaign meant only having to pay for customers who were most likely to click on their ads! Plus, the in-house team had more time to manually test and tweak the strategy. Finding the right DSP led Auto Trader to an incredible 90% reduction in their cost-per-acquisition (CPA), over a 6 month period. With an additional 3 hours saved each day, Auto Trader can now focus on their programmatic creative to extend their brand reach.   Key Takeaways: In-house teams can quickly be overwhelmed with work Partner with the right Demand Side Platform (DSP) Highly competitive markets require agency assistance Finding the right audience is an effective way to reduce Cost-per-Acquisition (CPA) It’s really neat to see peers in the car industry, like an automotive software company develop cutting-edge technology innovations to enhance vehicle performance, safety, and connectivity! How John Lewis Achieved a 346% Higher ROI on Black Friday John Lewis is a UK-based department store known for its high-end merchandise. Like many retailers impacted by the Millennial market, John Lewis has reported that their profits had dropped over the last few years. In an attempt to turn things around, the brand partnered with a DSP and set out to buy programmatic ad inventory over the notorious Black Friday weekend, and in the lead up to key days. Using historical data, the team theorized that people did a lot of research leading up to Black Friday. To reduce inventory and higher bidding costs, John Lewis set up private marketplace deals with premium sites leading up to the bigger days. Their DSP created an innovative strategy called ‘programmatic guaranteed’ which made it possible for the company to secure significant cut-through for millions of ads during Black Friday. They partnered with The Telegraph during Black Friday weekend itself. This programmatic direct deal was highly targeted and efficiently optimized. The strategy helped John Lewis avoid the oversubscribed and significantly increased costs of digital ad inventory available on the programmatic marketplace over this time period. There is always a huge demand for prime ad space over Black Friday. By partnering with a reliable DSP, the struggling company managed to reach high-value customers at the right time, without the inflated marketplace costs. This resulted in a Return On Investment (ROI) that was 346% higher than their proposed target! The strategies created a record-breaking Black Friday income for the brand. Key Takeaways: On big event days, innovative programmatic strategies can amplify ad ROI Reduce inflated marketplace costs with programmatic direct and private deals Optimize private deals using programmatic for highly optimized ad outcomes How Lacoste Generated 19,749,380 Impressions and 2,290 Sales with Programmatic Display Ads One of our favorite programmatic advertising examples is from Lacoste – a well-known French designer brand, with a green crocodile logo. The fashion industry is particularly competitive online. But it’s not always the most creative or innovative who wins. Sometimes, it’s about getting the basics right. During the summer sale period, Lacoste planned to amplify sales in three key markets – France, the UK, and Germany. It would be an omni-channel marketing campaign that used programmatic display advertising to personalize

Programmatic direct vs RTB (real-time bidding) ads explained

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Programmatic Direct is nowhere near the same as Real-Time Bidding. A lot of marketing jargon can be confusing. What you need is a point by point breakdown of how each of these programmatic elements is different. Something you could clearly explain at a meeting. Let’s comb through what makes each of these terms special in the programmatic advertising space. Here’s the outline of what we’ll cover: Programmatic Direct vs Real-Time Bidding (RTB) Definition The Biggest Difference Between Programmatic Direct & Real-Time Bidding How Programatic Private Marketplace Advertising Fits In Rules of Programmatic Direct Types of Programmatic Direct Elements of Real-Time Bidding 2 Types of Real-Time Bidding 4 Types of Programmatic Ad Deals TL;DR – What Have We Learned Programmatic Direct vs Real-Time Bidding (RTB) Definition What is Programmatic Direct? Programmatic Direct is a term used to describe the process of automating a direct sale of guaranteed advertising between an advertiser and a publisher. What is Real-Time Bidding (RTB)? Real-Time Bidding is a term used to describe the buying and selling of online ad inventory that happens through automated auctions in real-time. What about programmatic private marketplace advertising? What about programmatic direct vs. private marketplaces? Private Marketplace (PMP) advertising gives the power to the advertiser, and you decide whether or not you want to choose specific inventory. RTB and programmatic direct vs private marketplace programmatic advertising Known as a private-auction or ‘invitation-only,’ PMP includes unreserved inventory among select buyers, chosen via a Whitelist/Blocklist. The biggest thing with private marketplace deals is transparency – publishers can choose to reveal specific pieces of information on inventory, and which sites ads will run on – in addition to the Deal ID’s issued. Deal ID: the unique identifier that represents the deal made between publisher and advertiser within the auction environment, allowing the advertiser to reach premium placements, on-demand, through your DSP platform. The best part? You can apply your first-party data to any and all placements made. Basically, all the success you’ve achieved in open exchanges can be applied here, across premium placements. PMP is premium access at the lowest price, without any time or money wasted. It’s efficient, transparent, and the tech can even replace the need for a direct sales team. The Biggest Difference Between Programmatic Direct & Real-Time Bidding Both of these functions operate in the programmatic advertising space, using modern technology to buy and sell ad inventory. However, the major difference is that RTB advertising uses an auction model, while Programmatic Direct uses a non-auction model. That’s why you should always ask – is advertising inventory being auctioned? Let’s break down the differences even more! Rules of Programmatic Direct For advertising to fall into this category, it needs to follow three basic rules. #1: The Process Must Be Automated A direct sale using programmatic technology is automated and uses transactional and delivery automation to be highly effective. Direct sales were made using old school telephone conversations, spreadsheets, and mails to negotiate the deal in the past. Programmatic Direct completely automates this process. Find out how programmatic advertising works here. #2: The Sale Must Be Direct The direct sale involves a transaction between the buyer and the seller that has been previously negotiated and put in place. Business is conducted directly and things like insertion orders and paperwork are thrown into the sea where they belong. In some cases, additional measures like credit card age verification are used to ensure compliance and security during direct transactions. #3: The Advertising Must Be Guaranteed When handling Programmatic Direct deals, ask yourself if the inventory is guaranteed or not. This will help you determine which type of deal it is. Types of Programmatic Direct Type 1: Programmatic Guaranteed The advertising inventory can be guaranteed (reserved), which is called programmatic guaranteed – a type of direct deal. It means positions, quantities, dates, impressions, and prices are set in stone according to the deal made.   Type 2: Preferred Deal The advertising inventory can also be non-guaranteed, which is called a preferred deal. This is also a type of direct deal, but the ad inventory is unreserved. It means the inventory price is set, but the amount is not guaranteed. This is quite similar to how a private marketplace works, and advertisers get access to first looks before an agreement is struck. Elements of Real-Time Bidding Real-Time Bidding is made up of three simple parts.   #1: The Advertisers Ad buyers use a Demand Side Platform (DSP) to automate their ad placement and buy ad space. In other words, they use software to find the best places for their adverts online. These advertisers create buying parameters for each ad campaign. #2: The Publishers Ad publishers have a lot of ad space, or inventory, which they make available to the advertisers through the Real-Time Bidding process. A Supply Side Platform (SSP) is used to manage and sell their inventory to the buyers, and parameters are also set here. #3: The Ad Exchange An ad exchange connects the DSPs (advertisers) and SSPs (publishers) with each other. Real-time auctions are run as people visit websites all over the net. Auctions take place in milliseconds, matching the right ad with the right ad space, based on preset parameters. The advertiser gets the best possible space within their ad budget. The publisher gets the highest possible bid on offer from the range of advertisers in that moment. Everyone wins! 2 Types of Real-Time Bidding There are two types of Real-Time Bidding – open exchange and private marketplace.   #1: Open Exchange An open exchange RTB is a public marketplace where publishers auction ad impressions to eligible advertising buyers. This is an equal opportunity exchange. #2: Private Marketplace A private marketplace or PMP as it’s called, is an exclusive marketplace where publishers offer premium ad inventory to select advertisers. 4 Types of Programmatic Ad Deals So you see, both RTB advertising and Programmatic Direct make up the four different deals you can strike when launching a programmatic advertising campaign. #1: Programmatic Guaranteed A Programmatic Direct deal that