Programmatic Advertising

Programmatic advertising is when brands use technology solutions that automatically create and manage digital ads.

What Is Programmatic Advertising?

Programmatic advertising is a sales and marketing strategy in which a brand uses automated technology to efficiently create digital ads and buy advertising space online. Typically, brands use a demand-side platform (DSP) to purchase digital ad space. Then, their technology solutions, such as master data management (MDM) platforms, use critical customer data to create automated promotional ads for those spaces. Because these ads usually rely heavily on data and insights, they're often targeted to specific audience segments, which can drive better engagement and conversions. And because programmatic advertising uses third-party ad publishers, the process saves brands considerable time and resources, while enabling them to scale their marketing efforts with minimal risk.

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