Programmatic advertising is an automated and data-driven method of purchasing and selling digital advertising space in real-time. It involves using technology and algorithms to streamline and optimize the ad buying and delivery process, targeting specific audiences with relevant ads.
By automating the process, programmatic advertising involves buying and selling ad inventory through software platforms and algorithms. This eliminates the need for manual negotiations and traditional ad-buying methods, such as direct sales or proposal requests. Programmatic advertising has become increasingly prevalent across digital channels, including display ads, video ads, mobile advertising, and even connected TV (CTV) and OTT platforms. Its automation, efficiency, and ability to deliver personalized ads have made it dominant in the advertising industry.
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