Definition

Programmatic advertising allows you to serve ads on sites or apps through a sophisticated ecosystem. This type of advertising uses artificial intelligence and machine learning to buy ads in real time. Programmatic advertising is also known as programmatic marketing or programmatic media.

Application

Algorithms using artificial intelligence (AI) evaluate users based on their behavior, demographics, cookie data, and other criteria to determine the ads that will be shown to the target audience. Programmatic marketing can be particularly valuable for B2B advertising campaigns. In B2B campaigns, the target audience is often much smaller and specialized, so programmatic advertising is a great fit. Programmatic ad buying takes place in an online auction. The price per impression is no longer determined by the server operators but by you, as well as the objectives of your campaign.