What Is Programmatic Advertising? Definition
Programmatic advertising is the automated buying of ad space through software. An advertiser sets audience, budget and creative in a demand-side platform, and the platform bids on impressions across exchanges and publishers in real time.
Formats
Programmatic covers display, native, online video, connected TV, audio and digital out-of-home.
Deal types
Open auction is the cheapest and carries the most risk. Private marketplaces use invited publishers. Preferred deals set a negotiated price without guaranteed volume. Programmatic guaranteed reserves inventory at a fixed price.
When it fits
Brands use programmatic for reach, retargeting, connected TV and seasonal bursts. See 5W’s programmatic advertising guide for costs, formats and when to buy.
Related terms: connected TV, media buying, paid media.
Related terms