{"page":"/blog/what-is-programmatic-advertising","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Deal type","How the price is set","Who can bid","Is volume guaranteed?"],"rows":[["Open auction","Auction above the seller's floor","Any buyer the exchange allows","No"],["Private marketplace (PMP)","Auction above a deal floor","Invited buyers only","No"],["Preferred deal","Fixed price agreed in advance","One buyer, who gets first look","No"],["Programmatic guaranteed","Fixed price agreed in advance","One buyer, who commits to buy","Yes"]],"sourceUrls":[[],[],[],[]]}