How should I answer this?
Generally, advertising is sold in 3 possible ways: Direct, Programmatic, and House ads.
Direct selling involves selling your digital advertising directly to clients. Direct sold advertising includes sponsorships and share-of-voice, two types of exclusivity: Sponsorship involves exclusively selling to one advertiser, and share-of-voice involves exclusively selling to several advertisers, with each advertiser receiving a pre-determined percentage of all impressions.
Programmatic selling involves selling your digital advertising through an automated platform. Programmatic advertising includes programmatic guaranteed (or preferred deals), private auctions, and preferred deals, which vary based on buyers and pricing: programmatic guaranteed (or preferred deals) involve a select buyer priced via negotiation, private auctions involve a set of select buyers priced via bidding, and an open auction involves any buyers priced via bidding.
House ads promote your own publication. House ad campaigns are cross-promotion campaigns that serve ads to a website or app using a publication's own inventory for free.
As you set allocation targets, you can expect CPMs for Direct to be higher than CPMs for Programmatic. However, it is often more challenging to support a mature direct sales operation, requiring xx and yy. Selling Programmatic allows you to address your direct avails, which is the available advertising inventory on your website.