What are the components of the Programmatic waterfall?
Reserved Inventory is advertising space
on a publisher’s site that is put aside for a specific advertiser for an agreed
price.
Fixed Price is any arrangement where
the buyer & seller agree on a flat price that the buyer pays rather than
the highest bidder in an auction environment.
Automated Guaranteed: More like a direct sale. Inventory & pricing all decided and runs very similar to direct. Trafficking and RFP are automated.
Unreserved Fixed-Rate: This is biddable, yet at a fixed price for a more predictable inventory to help the advertiser.
Invitation Only: Open for selected advertisers and the Publisher might choose to offer more value by way of transparency.
Open Auction: Open for all but the Publisher can create roadblocks by way of price floors and blocklist.
Automated Guaranteed: More like a direct sale. Inventory & pricing all decided and runs very similar to direct. Trafficking and RFP are automated.
Unreserved Fixed-Rate: This is biddable, yet at a fixed price for a more predictable inventory to help the advertiser.
Invitation Only: Open for selected advertisers and the Publisher might choose to offer more value by way of transparency.
Open Auction: Open for all but the Publisher can create roadblocks by way of price floors and blocklist.
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