Channels & programmatic
Programmatic advertising
Programmatic advertising is the automated buying and selling of ad inventory through technology platforms, most visibly real-time auctions that decide which ad serves in the milliseconds a page or stream loads. It spans display, video, audio, CTV and digital out-of-home.
In practice
The core machinery: advertisers buy through a DSP, publishers sell through an SSP, and exchanges run the auctions between them, with verification vendors checking that delivery was viewable, brand-safe and human.
Programmatic is a buying method, not a channel strategy - the planning questions of audience, role and budget still come first.