When looking for advertisers that are active on Social Media, you might notice some expanded search options. Yes, you can always look for prospects based on their annual spending level and/or platform of choice (Facebook, Twitter, Instagram, TikTok & Youtube!), you will now see an option to look by Transaction Method.
So how should we calibrate these various methods? Use these handy definitions as your resource:
Programmatic & Programmatic Direct: These are methods to buy ads via an ad exchange automatically, however, Programmatic Direct is a method used for premium brands to bid directly on a specific publisher premium inventory with higher rates (like a home page ad on cnn.com for example).
House Ad: An ad published by the publisher for its own services where no other brand is involved (for example cnn.com will place an ad on the website for their subscription service).
Programmatic/Ad Network & Ad Network: These are when brands are using an ad network to buy ad inventory. If the ad network buys the inventory through an ad exchange it will be indicated as Programmatic/Ad Network (in the latter scenario think of the ad exchange as the middleman).
Direct: When an ad is bought directly by the brand from the publisher with no middleman involved (such as a network or ad exchange). For example, these ads may be bought directly from the cnn.com media team usually for premium inventory on the website or as an advertising package which includes different placements.