Programmatic Advertising
Table of Contents
What is programmatic advertising?
Programmatic advertising is the automated buying and selling of digital ad inventory via real‑time bidding (RTB) and algorithms, enabling advertisers to target audiences with precision at scale.
Key points
- Mechanics: DSPs bid on impressions as users load pages; SSPs supply publisher inventory.
- Targeting layers: Demographic, behavioural, contextual, and first‑party data.
- Efficiency: Eliminates human IO bottlenecks; delivers auctions in < 100 ms.
- Formats: Display, video, audio, CTV, digital out‑of‑home.
- Transparency shift: Supply‑path optimisation and ads.txt combat hidden fees.
Pro tips
- Run brand‑safety filters and pre‑bid viewability.
- Test PMP deals for premium placements without open‑exchange clutter.
- Layer CRM audiences to boost relevancy and ROAS.
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