Direct Buy is an appeal directly to the publisher with whom you plan to broadcast your ad, and negotiations directly with the advertising department.
Pros of Direct Buy
- Profitable advertising spaces. By contacting the publisher directly, you get the opportunity to agree on the provision of the most advantageous places on the site for your ad. Sometimes it is possible to book places that are not displayed on standard advertising platforms.
- Guaranteed advertising inventory. By preferring direct purchases, you are guaranteed to get the range of services for which you pay. In turn, buying on advertising platforms can be quite unpredictable in this regard.
- Freedom of creativity. Usually, advertisers who contact directly are given more freedom in terms of creating an ad, for example, the ability to upload animated ads or even videos.
Cons of Direct Buy
- Massiveness. Cooperation with a specific publisher makes it possible to place ads exclusively on one site, which significantly reduces traffic.
- Efforts. Direct buying requires much more staff time and effort.
- Transparency. Sometimes, publishers knowingly lie about their advertising tools.
