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Programmatic Advertising

How ad inventory is bought and sold automatically, in auctions that clear in milliseconds.

RTBReal-Time Bidding (RTB)The per-impression auction that clears in ~100ms.HBHeader BiddingPublishers let all demand compete at once, not in sequence.WFAd WaterfallThe sequential fill method header bidding replaced.OMPOpen Auction (Open Marketplace)Fully open RTB "” any eligible buyer can bid.PMPPrivate Marketplace (PMP)Invitation-only auctions transacted via deal IDs.PGProgrammatic GuaranteedDirect deals executed through programmatic pipes "” no auction.

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06 topicsPlatforms & Infrastructure05 topicsTelevision & Video05 topicsIdentity & Data05 topicsTargeting05 topicsMeasurement & Attribution04 topicsData & Taxonomy05 topicsAd Formats