Automated Guaranteed, commonly known as Private Deal, is reserved inventory with fixed pricing. Private Deals most closely resemble a traditional insertion order and are typically used by publishers that offer high quality and hard-to-find inventory. In most cases, this transaction runs through the publishers or marketers demand-side-platform (dsp). This also means that the publisher sets up all campaign settings on basis of the advertisers targeting and that therefore, the advertiser cannot optimise any settings while the campaign is still running.

The Unreserved Fixed Rate, better known as Preferred Deal, is unreserved inventory with fixed pricing. Typically this type is used by advertisers looking for a specific audience segment.

The Private Auction, also known as the Invitation Only Auction, gives the publisher full control over which advertisers are allowed to bid. Through this type of auction, the publisher can determine whose banner ads he wants to be placed on his website, which ensures brand safety. The Private Auction uses the real time bidding protocols.
 

The Open Auctions describes the typical real time bidding process in which all publishers and all advertisers come together. Every advertiser can bid on every ad impression that matches the campaign settings.