Programmatic Buying

In simple terms, programmatic buying is process of executing and optimizing media buys through automated digital technology platforms. This can be compared to direct buying, the original method since the earliest stages of online advertising, in which ad space is packaged and sold on a campaign-by-campaign basis by a website or network to a Media Buyer. The technology platforms used in programmatic buying offer Trading Desks a number of advantages including higher efficiency and better targeting.

The biggest innovation enabled by Programmatic Buying, however, is the use of Real-Time Bidding to place ads on sites one at a time: http://localhost:58003/media/1026/prog-infographic.png