Balancing Act: How Publishers Can Harmonize Programmatic and Direct Ad Sales

The old model—where premium inventory was sold directly by in-house sales teams and unsold impressions were pushed to programmatic channels—no longer reflects how the market operates. Over the past few years, advancements in AI, the growing importance of first-party data, and shifts in advertiser expectations have fundamentally changed how publishers sell.  

In this article, we’ll explore how programmatic and direct sales can work together—not in competition, but in sync—as part of a unified, AI-powered strategy that maximizes both revenue and relevance. 

What’s Driving the Modernization of Media Buying

As we move forward, combining programmatic advertising in ABM, generative AI, and human expertise will redefine sales performance, efficiency, and customer satisfaction—making the future both exciting and highly competitive. 

The Line Between Direct and Programmatic Has Blurred

Programmatic advertising has evolved far beyond its origins as a method for offloading unsold or low-value inventory. In the past, programmatic channels were primarily used to handle remnant inventory not secured by direct sales teams. However, developments such as programmatic guaranteed and private marketplaces (PMPs) have blurred the lines: 

• High-quality and premium placements are now routinely sold through programmatic channels, not just leftover inventory. 

• Programmatic guaranteed deals allow publishers to offer premium ad spaces with contractual guarantees, mirroring the control and selectivity of direct sales. 

• Private marketplaces (PMPs) provide selective access to premium inventory for invited advertisers, emphasizing trust, brand safety, and targeting precision. 

First-Party Data Has Become a Strategic Asset

As third-party cookies fade away and privacy regulations tighten, publishers have shifted their focus to collecting and activating their own first-party data, such as: 

• Subscription information 

• Website behavior 

• Content preferences 

• Engagement patterns 

This data is now a critical competitive advantage. AI technologies play a central role in analyzing this data to predict user behavior, build high-intent audience segments, and enable smarter, privacy-compliant targeting—whether through direct sales or programmatic channels. 

Sales Teams Are Now Data-Driven and AI-Assisted

A common myth is that programmatic advertising replaces the need for human sales teams. But in reality, the best companies are seeing the opposite. In fact, 82% of top-performing sales teams are already using AI in their work. This shows that AI solutions aren‘t just a nice-to-have—it’s become a key part of how modern sales teams succeed. 

When programmatic strategy is explained and co-developed across teams, good things happen: 

• Trust builds: Everyone understands their role and how it supports the bigger picture. 

• Silos disappear: Collaboration improves across departments. 

• Revenue grows: Teams can unlock new opportunities without undercutting premium inventory. 

Publisher Tech Stacks Have Evolved

To stay competitive, publishers have invested in proprietary platforms and data infrastructure that unify direct and programmatic channels. This means buyers can access inventory using consistent targeting, measurement, and attribution tools—regardless of how they transact. 

For example, unified dashboards allow advertisers to manage campaigns across multiple channels like display, video, and connected TV in one place. AI-powered algorithms optimize bidding strategies whether through direct deals or real-time auctions. And cross-channel attribution models provide clear insights into how ads perform across programmatic and direct placements, enabling smarter budget allocation. 

Why Sales Teams Need to Understand Audience-Based Buying

The media buying landscape has evolved: advertisers no longer just want placements—they want people. For example, 

• A B2B software company targets IT decision-makers at mid-market firms evaluating cloud solutions. 

• A financial services brand aims for CFOs at companies preparing for an IPO. 

• A logistics provider connects with supply chain managers in retail and manufacturing sectors. 

These examples show how today’s advertisers demand more than broad reach: they want precise targeting based on job roles, company size, buying stage, and even behavioral signals that indicate purchase intent. This means they’re looking for audiences who have engaged with specific content, attended industry events, or demonstrated relevant business needs. 

Whether buying directly or through programmatic exchanges, advertisers expect data-driven insights that deliver their messages to the right people at the right time. Because of this, the role of the sales rep must evolve. Modern sales professionals should understand programmatic advertising trends, how programmatic advertising works, how data powers campaigns, and how to position their inventory in ways that appeal to precision-focused digital ads. 

What Is Publisher Programmatic Strategy?

Publisher programmatic strategy refers to how publishers use automated systems to sell their ad inventory in a smarter way—without hurting their high-value direct sales. Instead of choosing only direct sales or programmatic, successful publishers combine both to maximize revenue and relevance. 

A strong programmatic strategy involves several key elements that work together to balance automation and premium sales: 

Tiered Inventory Packaging (Premium vs. Remnant)

Publishers may separate their ad space into different groups based on value. Premium inventory includes high-quality placements with guaranteed audiences and higher prices. Remnant inventory refers to leftover or less valuable space that might not sell through direct deals. By packaging these tiers separately, publishers can sell premium spots directly while using programmatic channels to monetize remnant inventory efficiently.  

For example, a publisher might sell homepage banner ads directly to big advertisers while using programmatic systems to fill smaller sidebar ads that don’t sell as quickly.

Defined Pricing Rules

Setting clear pricing rules helps maintain the value of premium ad inventory. Publishers set minimum prices for programmatic sales to make sure their ad space isn’t sold too cheaply. This way, automated sales support direct deals without lowering their value, protecting both revenue and brand reputation. 

For example, if a premium homepage ad usually sells for $100 cost per thousand (CPM) directly, the publisher might set a floor price of $80 CPM for programmatic buyers. The automated system won’t sell it for less than that.

Audience Segmentation

Instead of targeting broad or generic groups, publishers use data to divide their audiences into smaller, more specific lead segmentation based on how B2B buyers engage with their site and what behaviors they show. This includes things like how often someone visits, what types of content they consume, how long they stay, or whether they’ve taken actions that suggest they might be ready to buy. 

For example, a publisher might segment buyers who visit the site several times a week and have downloaded a whitepaper. This behavior shows strong interest (and likely buying intent). Advertisers can then target this buying group with relevant offers, such as demos or invites to industry events. This level of precision makes ads more effective and boosts value for both advertisers and publishers. 

First- and Third-Party Intent Data

Publishers combine their own data (first-party) with intent data from outside sources (third-party) to get a fuller picture of their audience. First-party data includes things like subscription status, pages viewed, or time spent on the website. Third-party data can add extra context, such as job titles, company size, industry, or past purchases. 

For example, a publisher may know a visitor frequently reads content on supply chain solutions (first-party data). By layering in third-party data, they can also see that the user is a procurement manager at a mid-sized manufacturing firm. That makes it easy for an advertiser selling logistics software to target that user with tailored messaging, boosting the odds of engagement and conversion. 

Sales Enablement Tools

Even with marketing automation, human sales teams play a key role. Providing sales reps with enablement or ABM tools like dashboards, audience insights, and performance reports empowers them to identify upsell opportunities and customize pitches. These tools help salespeople work alongside programmatic systems, boosting revenue and strengthening client relationships. 

For example, as leads show stronger intent, tools like Gong and ML SmartReach™ ensure smooth handoffs by giving sales teams the right context, like engagement history and suggested follow-up scripts. This keeps momentum high, improves conversions, and ensures no lead slips through the cracks. 

Channel Prioritization

Choosing the right marketing media mix for each type of ad sale is key to maximizing both reach and revenue. Not all media environments perform the same in programmatic versus direct contexts, so knowing where each thrives helps publishers build smarter, more profitable strategies. 

Fit for Programmatic: 

• Connected TV (CTV): Offers broad reach and automated targeting across devices. Great for scaling brand awareness efficiently. 

• Audio (Podcasts, Streaming): When used in a programmatic strategy, audio advertising benefits from wide distribution and contextual alignment—making it ideal for reaching niche audiences at scale in moments of high attention. 

• Display Advertising: Ideal for retargeting and audience-based buying at scale. Performs well in both open exchanges and private marketplaces. 

These formats benefit from automation’s speed, scale, and audience data matching especially when using layered targeting or real-time bidding. 

Fit for Direct Sales: 

• Branded Content and Sponsorships: Custom integrations, high-touch placements, and long-form storytelling work best through direct relationships. 

• Homepage Takeovers & High-Impact Units: Premium inventory with high visibility and guaranteed placement should be reserved for direct deals. 

• Email Newsletters and Event Sponsorships: Personalized, curated environments that allow for more tailored messaging and deeper audience engagement. 

These placements offer premium value and benefit from your sales team’s ability to create custom packages, often tied to broader ad campaign goals. 

How to Make Your Inventory More Attractive to Buyers

To stand out in a crowded ad market, publishers need to show clear value, offer precise targeting, and provide flexible ways for advertisers to buy. Buyers are looking for performance, transparency, and audience relevance. 

Here’s what you can do to make your inventory more attractive to buyers: 

1. Provide Rich, Actionable Data to Advertisers

Want to command premium pricing? Offer premium insights. Publishers should provide access to third-party intent data (like ML Insights) to help advertisers reach in-market buyers. Go beyond basic demographics—highlight behaviors, conversion patterns, and on-site journeys. Intent signals are especially valuable, helping advertisers reach users who are already deep in the funnel.  

Here are a few key examples of third-party intent signals: 

• Content Consumption: Users reading articles or white papers on industry topics. 

• Search Behavior: Keyword searches that signal buying interest (e.g., “top ABM tools”). 

• Review Site Activity: Visits to platforms like G2 or Trust Radius to compare products. 

• Webinar/Event Attendance: Users joining industry webinars or virtual events. 

• Technographic Signals: Changes in tools or software a company uses. 

Just as important as depth of reach is quality data and data integrity. Ensure your data is transparent, privacy-compliant, and sourced responsibly. Advertisers want to know not just what the data says, but how it was collected—clean, trustworthy data builds confidence and drives repeat investment. In a recent Fast Company article, Madison Logic CEO, Keith Turco says: 

2. Segment Content by Behavior and Context

Not all site visits are created equal. Someone diving into a long-form demo video has a different mindset than someone quickly scanning headlines. That’s why publishers should categorize content based on visitor behavior and intent. 

Here’s how different content types align with advertiser goals: 

• Educational content: Visitors stay longer; great for building awareness and B2B engagement 

• Directories/tools: Visitors are ready to act; ideal for lead generation or conversions 

• Homepage takeovers: Everyone sees it; perfect for boosting brand visibility 

Publishers who clearly communicate the behavioral context of each content segment can better match inventory with advertiser needs—making their offerings more valuable to both programmatic and direct buyers. 

3. Empower Human Sales to Deliver Custom, High-Value Experiences

Even in an automated AI world, there’s still a big role for human sales—especially when it comes to custom placements, brand integrations, or exclusive sponsorships. To close these high-value deals, your sales team needs data, tools, and visibility. 

Business development managers should be able to: 

• Identify which inventory is available programmatically and which is reserved for direct deals so sales can manage demand across channels, avoid internal competition, and prioritize high-value placements. 

• Spot audience overlaps between direct and programmatic buyers to avoid conflicts and maximize value. 

• Bundle creative, contextual, and data-driven offerings into a single, compelling package. Deals that combine content, targeting, and storytelling are more appealing to brands—and harder to replicate programmatically. 

When sales teams are equipped with full knowledge of your ad tech stack, audience insights, and pricing flexibility, they become strategic partners—not just sellers. 

When Should Publishers Use Programmatic vs. Direct? A Strategic Breakdown

In today’s fast changing, data-driven world, publishers don’t have to choose between programmatic and direct sales. Instead, they’re combining both in multi-channel strategies that use the strengths of each channel to meet advertisers—and audiences—where they are. 

To succeed, publishers need to know which types of inventory work best for each approach—and when to rely on programmatic automated scale versus direct sales’ personalized impact. 

Use the following charts to help determine when to use programmatic or direct sales. These can be used to guide packaging decisions, improve team alignment, and ensure every impression is sold through the most effective channel: 

Use Programmatic When You Need:

Programmatic in Action:  

For example, a B2B software brand wants to reach IT decision-makers across the buying journey. Through programmatic channels, they serve CTV ads during evening hours, audio ads during commutes, and retargeting banners during work hours—creating more personalized buyer experiences. 

Use Direct Sales When You Need:

Direct Sales in Action: 

For example, a Fortune 500 advertiser negotiates a three-month direct sponsorship of a publisher’s business leadership hub, including branded content, homepage takeovers, and exclusive newsletter placements. These high-touch experiences are hard to replicate in a purely automated environment. 

Why a Hybrid, Multi-Channel Approach Wins

Publishers who succeed today use both direct and programmatic sales as complementary strategies—not competing ones. 

• Programmatic expands reach across devices and platforms like CTV, audio advertising, and social media (like LinkedIn ads)—places where traditional display ads can’t always go. 

• Direct sales lock in premium experiences, control, and steady revenue through negotiated deals. 

Together, these multi-channel ABM approaches help advertisers stay top of mind throughout the entire buyer journey—from broad awareness to targeted, high-intent engagement. To capitalize on this, here’s a practical way publishers can package their inventory for maximum impact: 

Create bundled packages that combine: 

• Programmatic access to your top CTV and video inventory 

• Direct sponsorships in newsletters 

• Retargeting powered by intent data 

• First-party audience segments 

This offers advertisers the best of both worlds, automated reach and B2B personalization relevance, making your media more compelling, competitive, and valuable. 

Final Thought: Programmatic Is Not the Enemy—Inertia Is

Publishers and sales teams don’t need to worry about automation—in fact, they should embrace it because it offers advertisers targeting optimization across channels like ABM Audio Advertising, ABM CTV, and ABM Display Advertising. These solutions help advertisers reach the right audiences more effectively, meaning more ads get sold and visitors enjoy a more personalized experience—all while making things easier for everyone. 

Publishers who modernize their strategy, empower their people, and embrace data will find themselves selling more inventory to better aligned advertisers, while creating better site experiences for users. 

Ready to see it in action? Request a demo today and discover how our ABM advertising solutions can help you unlock new revenue opportunities across audio, CTV, and display.