Abstract: A computer-implemented programmatic platform for facilitating the selling and buying of content inventory for linearly and targeted delivery of advertising is provided. In one implementation, the platform comprises: a sell-side interface configured to communicate with a sell-side platform; a buy-side interface configured to communication with a buy-side platform; and a protocol configured for facilitating the transmission of sell offers sent from the sell-side platform to the buy-side platform. The offers comprise a list of saleable units with their CPM values available for purchase from the sell-side platform, and for facilitating the transmission of bookings from the buy-side platform to the sell-side platform via the buy-side interface to the sell-side interface, wherein the bookings comprise a confirmation of at least one of the list of offered sale units.