Systems, methods, and computer media for integrating requests for reserved allocations of advertisement impressions and requests for dynamic allocations of advertisement impressions are provided. A request is received from a first advertiser to purchase a reserved allocation of advertisement impressions. The request specifies a requested number of impressions that each have one or more requested attributes. One or more bids to dynamically purchase one or more impressions through a real-time bidding process are received from an external bidding agent. An internal bidding agent bids, on behalf of the first advertiser, to dynamically purchase one or more impressions through the real-time bidding process until the request from the first advertiser to purchase the reserved allocation of impressions is satisfied.