Navigating The Modern Ad Serving Stack, Part 1: Direct Orders

“Direct Orders,” as the name implies, are purchases of ad space by advertisers directly from a publisher’s sales force. Roughly 50% of online display advertising dollars are transacted via such directly negotiated orders and, of those, most are still transacted manually using the “insertion order” process.

http://marketingland.com/navigating-modern-ad-serving-stack-part-1-direct-orders-109611