Used by publishers to manage and auction their inventory.
Programmatic buying is the purchase of digital ad space using software and algorithms rather than manual negotiations.
In 2017, programmatic buying shifted from being a specialized "performance" tactic to becoming the primary engine of the digital advertising industry. This period was marked by rapid technological maturation and a significant shift in focus toward transparency and cross-channel integration. Core Mechanisms of 2017 Programmatic programmatic buying 2017
Repositories for audience data used to refine targeting. Key Market Trends in 2017
An instantaneous auction process where ad impressions are sold on a per-impression basis. When a user loads a page, their data is analyzed and advertisers bid for the slot in milliseconds. Used by publishers to manage and auction their inventory
Moving beyond simple demographics, 2017 saw increased use of psychographic and behavioral data to reach users at specific points in their purchase journey. The Tech Stack:
Used by advertisers to manage bids and budgets. This period was marked by rapid technological maturation
By late 2016 and into 2017, programmatic spending was projected to more than double, growing from $19 billion to over $42 billion by 2020. Consumer-Centric Programmatic Advertising - ResearchGate