programmatic buying

Programmatic buying - The Netherlands

Automated purchase

Programmatic Buying is the automated purchase of digital advertising space. This purchasing process runs via Trade Desks. They know the size of the impressions, which domain the impressions are located on, which browser is used, which cookies a user has on their PC, etc. Using their own algorithm, the Trade Desk calculates whether these impressions are attractive to buy, and if so, at which CPM fee. Then it places a bid during the auction.


Programmatic Buying ensures that De Persgroep’s network becomes more accessible for more advertisers. Hundreds of Trade Desks are active in Belgium and the Netherlands; they bid with tens of thousands of advertisers. The winning Trade Desk (with the highest bid) can place the desires statement on De Persgroep’s network. This process takes less than 200 milliseconds per auctioned impression.

To participate in Programmatic Buying, plase ask about our conditions. 

Advantages for you

  • always the most attractive impression
  • always the most honest price
  • even easier campaign optimisation

Programmatic buying - The Netherlands

open market place

De inventory of,, and is available via Rubicon Project, our Sell Side Platform. These platforms offer our online inventory in an open market place and in private market places. The open market place is an open auction that is available to every advertiser. Within this open market place you target main domains and subdomains to optmise your campaignes. 



Website Leaderboard (728x90)
Website Medium Rectangle (300x250)
Website Large Rectangle (336x280)   
Mobile Mobile Banner (320x50)
Mobile Mobile Half Page (300x250)

Programmatic buying - The Netherlands

Private market places

In addition to a standard open market, De Persgroep also offers diverse opportunities via so-called private market places. These are targeting opportunities that can be customised for you. This will make your campaign even more effective and you’ll profit from extra advantages compared to the open market place.

Private market places offer you targeting opportunities like large sizes, priority, sticky formats and targeting on data segments. In order to target on one of these private market places you must have a Deal ID. You want to request a Deal ID? Send an email to

Available private market places

Met this private market place you can use the bigger ad-sizes like  billboard (970 x 250) and Halfpage (300 x 600). Available on,, en Bigger sizes are a guarantee for better viewability and higher clickratio’s.

Sticky ads
Sticky ads are non-stop in-view. When a visitor scrolls down, the ad moves with the scroll and stays in-view. offers the Halfpage (300 x 600) and Medium rectangle (300 x 250) as a sticky ad. Sticky ads lead to higher clickratio’s and higher view time.

First look
It is possible to claim 'first look' on our network. Your ads get a higher priority in the open market place. This private market place can help getting better results on retargeting campaigns.  When you target your campaign with first look, you minimise the competion of other ads and campaigns. 

Data on demand
De Persgroep collects a lot of information, which we can make available in the private market place ‘data on demand’. With this information you can taget on visitorprofile or umfeld, for example sport or finance. 


Website Half Page 300x600
Website Billboard (970x250)