PubMatic’s Biddable IO utilizes Real-Time Bidding (RTB) to execute Insertion Orders (IOs). Driven by the
shift of brand dollars to programmatic, Biddable IO enables buyers to improve the efficacy of direct buys
by utilizing real-time audience data against brand safe inventory; facilitates the relationship between one
seller and one buyer by leveraging header bidding and allowing direct negotiation of various aspects of
IOs, including audience, volume, and price.

Please refer to PubMatic's Biddable IO Implementation Guide for more information.