RhythmOne last month introduced self-serve support for Preferred Deals. According to RhythmOne, Preferred Deals enable publishers to offer a specific buyer the option to bid on inventory on a first right of refusal basis. Preferred Deals also give publishers the ability to establish and control their prices to help return higher yield.
In January this year, RhythmOne also launched Programmatic Direct Deals, offering publishers to sell inventory only to interested buyers at higher CPMs, on fixed pricing, and guaranteed.
RhythmOne says buyers, on the other side, have the flexibility to decide if an impression matches campaign objectives, and a clear path of where their dollars are going.