What differentiates direct buying from programmatic buying?

What differentiates direct buying from programmatic buying?

• A. Direct buying uses automated auctions to purchase inventory; programmatic involves negotiated placements.
• B. Direct buying involves negotiated placements with publishers; programmatic uses automated auctions to buy inventory across platforms.
• C. Programmatic is manual negotiation; direct is automated.
• D. Direct buying is only for TV.

Answer: (B)

The main distinction is that direct buying is about negotiated placements with specific publishers, while programmatic buying uses automated, real-time auctions to purchase inventory across multiple platforms. In direct buying, deals are arranged with the publisher—often with guaranteed impressions and fixed pricing—through human negotiations. Programmatic buying relies on technology (DSPs, exchanges, and data) to bid on impressions as they are made available, allowing rapid, cross-platform purchasing and optimization.

That’s why this option is the best: it correctly captures direct as negotiated placements with publishers and programmatic as automated auctions across platforms. The other choices mix up who negotiates and how inventory is bought, and the idea that direct buying is only for TV is not accurate.