DoubleClick for Advertisers just released a new solution called "Ad Exchange Direct Deals," that will "allow buyers to access inventory from publishers at a fixed price through DoubleClick Ad Exchange.
This differs from typical deals where the price is set through the auction. With Direct Deals, buyers get access to inventory on a pre-auction basis, thus getting "first look" access," informed Scott Spencer, Director of Product Management.
Spencer writes that "For buyers, this creates a bridge between the spot and reserve markets for display inventory. It helps buyers benefit from the high quality publisher inventory that the reserve market is known for while preserving the audience targeting power that the data-driven spot market is known for."
"With Direct Deals, buyers keep the efficiency of the exchange transaction, such as "insertion-orderless" buying and an ability to buy on an impression-by-impression basis, all while enjoying the pricing certainty of the directly negotiated deal.
Accessing inventory through Direct Deals in combination with using brand-friendly formats like in-stream video and rich media will help advertisers execute brand campaigns against specific audiences and further unlock the branding potential of exchange-based buying."
He said that "Premium publishers, such as Washington Post and About.com, have been early testers of this feature working with leading exchange buyers such as re-targeting network, Criteo."