Glossary | P | Programmatic Media Buying

What is programmatic media buying?

Programmatic advertising is software-driven automatic buying and selling of mobile ad inventory. Programmatic advertising makes ad buying more efficient and cheaper for marketers, because it allows them to access a wide selection of inventory through an ad exchange. It also helps maximize value by finding the best possible price for inventory at any given time. Programmatic advertising technology also makes it easy to buy audience segments across a varied selection of mobile app developers. Programmatic media buying utilizes data insights and algorithms to serve ads to the right user at the right time, and at the right price.

The automated buying can be done on an open public exchange or in a Private Marketplace (PMP). PMPs have restrictions on who can participate. Only selected advertisers have access to PMPs on an invite-only basis.

The programmatic advertising is based on the Real-Time Bidding (RTB) protocol and delivered on Sell-Side Platforms (SSPs) and Demand-Side Platforms (DSPs).