What is Programmatic advertising?
The term programmatic advertising refers to the automatic buying and selling of ad inventory in real-time using software and algorithms. This technology has disrupted traditional advertising methods by increasing efficiency, cost-effectiveness, and targeting capabilities.
In essence, programmatic advertising eliminates the need for human intervention in the ad-buying process. Instead, it uses complex algorithms and data analysis to select the most relevant target audience for an ad campaign.
This type of advertising relies on technologies such as artificial intelligence (AI), machine learning (ML), data management platforms (DMPs), demand-side platforms (DSPs), and supply-side platforms (SSPs) to deliver ads that are tailored to specific user interests and behaviors.