Programmatic media buying is the new wave of buying digital advertising. With a recent MediaPost report stating that “66% of marketers are planning to raise programmatic advertising budgets” in 2016, there is no indication that is going anywhere.
So what exactly is programmatic? “Programmatic” ad buying typically refers to the use of software or automation to purchase digital advertising, as opposed to the traditional and timely processes. The means in which ads are bought and sold is through a live auction, on a per-impression basis, called real-time bidding.