In programmatic advertising, how are impressions purchased?

In programmatic advertising, impressions are purchased individually with a dynamic Cost Per Mille (CPM). This approach allows advertisers to buy ad impressions in real-time through an auction process, where the price can fluctuate based on various factors, including demand, competition, and audience targeting criteria.

Dynamic CPM enables advertisers to optimize their spending because they can adjust their bids according to the performance of the ad placements and the specific audience they are targeting. As a result, they are able to acquire impressions at a price that reflects the real-time value of each impression, maximizing efficiency and effectiveness in reaching the desired audience.

While bulk purchasing with a fixed CPM is a more traditional method not commonly associated with the flexibility of programmatic buying, and one-time contracts with publishers are more about direct deals than programmatic strategies, the dynamic nature of impression purchases in programmatic advertising is what distinguishes it and makes it highly adaptable to changing market conditions. Thus, purchasing impressions on an individual basis with a dynamic CPM stands out as the correct approach within this context.