Programmatic advertising is using automated technology to buy media (the process of buying advertising space), as opposed to traditional (usually manual) methods of digital advertising. Programmatic media buying utilizes data and algorithms to serve ads to the right user, at the right time, and at the right price point. In other words, It is a way to automatically buy and optimize digital campaigns, rather than buying directly from publishers.
Therefore, the purchase steps are as follows:
-A person clicks on a website
-The website owner puts the ad impression up for auction
-Advertisers bid for impression
-The highest bid wins the ad impression
-The ad is served on the website to the user
-The user (hopefully!) clicks on the ad
Despite the many steps involved, this entire process happens in an instant. In addition, competing bids are calculated by algorithms and a series of analyses to automatically determine the most cost-effective bid. For example, if the user who clicked through to your site is a strong potential customer for your ad, then based on their historical browsing data and online profile, the served bid for your impression will be higher.
This way, Programmatic Media provides an efficient way to do marketing, and it has been growing a lot in recent years. In fact, most internet advertisements these days are done through this method. Consult MacNeeds and come make your campaign in programmatic media!