Programmatic advertising is a form of digital advertising that uses technology to automate the buying and selling of advertising inventory. It involves the use of software to purchase and place advertisements on websites or other digital platforms, based on data about the audience and the effectiveness of the ads. Programmatic advertising allows advertisers to target specific audience segments and optimize their ad campaigns in real-time, based on data about the performance of the ads.
Programmatic advertising is typically divided into two main categories: real-time bidding (RTB) and programmatic direct. RTB involves the use of automated auctions to buy and sell advertising inventory in real-time, while programmatic direct involves the direct negotiation and purchase of advertising inventory between the advertiser and the publisher.
Programmatic advertising has become increasingly popular in recent years due to its ability to provide targeted and cost-effective advertising to specific audience segments. It is often used in conjunction with other forms of digital advertising, such as display ads, search ads, and social media ads.