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Buying Methods

Display is typically purchased through three types of media-distribution vendors: publisher direct, ad networks, and ad exchanges.

Publisher Direct

A publisher is an individual website or organization that manages and disseminates content for public distribution or sale. Buying inventory directly from publishers allows marketers to negotiate and purchase more premium media real estate, including content-integration opportunities, sponsorships, and other unique offerings. Publishers include websites that focus on specific information such as news, entertainment, or sports.

Sample Publishers

Selecting the appropriate publisher for a campaign will depend on the target audience. For example, marketers interested in reaching women between the ages of 25 and 34 may consider publishers such as:

  • iVillage
  • Daily Candy
  • People
  • Vogue
  • Martha Stewart
  • Sheknows
  • Glamour
  • Women's Health
  • Oprah.com
  • Shape
  • Real Simple
  • Self
Purchasing Publisher Direct Content

Media buyers contact the publishers' sales departments to get proposals and secure ad inventory.

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Digital Advertising Guide

The Complete Guide for Today's Digital Marketer

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