What is programmatic advertising?

Programmatic advertising is the automated buying of ad space, such as display, video and audio, through software. A DSP (demand-side platform) buys that space on ad exchanges, often with real-time bidding, where a bid is placed per impression. Examples of platforms are Display & Video 360 and The Trade Desk.

Why is programmatic advertising important?

Scale and reach: you buy space on many sites, apps and formats from one platform.
Audience-focused: you buy based on data and audiences.
Efficient: you do not have to arrange ad space with each site by hand.

Examples of programmatic advertising

A sporting goods store buys banners and video through a DSP for remarketing.
A brand buys digital audio ads on streaming services.
A B2B software company reaches decision makers on trade websites through a DSP.

How do you use programmatic advertising?

First define goal, audience and budget, choose a DSP and set rules for frequency and placements. Programmatic needs good measurement and attention to brand safety, so check regularly where your ads were shown.

Programmatic advertising