Beyond Programmatic: A New Model For Buying Premium CTV Inventory

If you buy CTV advertising, you’ve likely encountered two approaches to securing premium inventory: programmatic guaranteed (PG) and buying direct, also referred to as direct IO (DIO). Both are effective in different ways, but each introduces structural limitations that force advertisers to compromise on cost, transparency or execution. With traditional DIO, buyers negotiate directly with […] The post Beyond Programmatic: A New Model For Buying Premium CTV Inventory appeared first on AdExchanger.

Last updated Oct 22, 2026 by the ATDb Editorial Team