Programmatic Advertising

Definition:
Programmatic advertising is the automated buying and selling of digital ad inventory in real time, using software and algorithms to optimize placements and pricing.

Why it matters:
Programmatic allows advertisers to scale across thousands of publishers, target precise audiences, and optimize delivery with efficiency.

Key components:

• Demand-side platform (DSP)

• Supply-side platform (SSP)

• Real-time bidding (RTB)

• Data management platform (DMP)

Best practices:

• Monitor placement and viewability reports

• Use pre-bid filters to avoid brand safety risks

• Combine with manual exclusions to avoid low-quality inventory