What is Programmatic Advertising?
Programmatic advertising is the automated buying and selling of online ad inventory through real-time bidding (RTB) or direct deals. In ad networks, this means using algorithms and data to deliver ads to the right users at the right time across various publisher websites. It involves supply-side platforms (SSPs), demand-side platforms (DSPs), data management platforms (DMPs), and ad exchanges.
Programmatic ensures higher efficiency, better targeting, and optimization. Advertisers bid on impressions in real time based on user behavior, location, device, and other data signals. This method improves return on ad spend (ROAS) and is widely used in both display and video advertising across the web and mobile. Ad networks utilize programmatic to scale campaigns with minimal manual work.
