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Programmatic Advertising refers to algorithmic software that optimizes and automates the digital advertising process. Using algorithms to handle the sale and the placement of digital adverts enables transactions to occur within a fraction of a second. This technology acts as a type of computerized auction between publishers and advertisers and provides both parties with real-time data regarding advert placements and consumer engagement. Programmatic Advertising allows for higher adaptivity and a more accurate consumer research marketing strategy. Current limitations of this technology include insufficient transparency regarding Programmatic Advertising costs and advert placements made based on fraudulent traffic.

Programmatic Advertising

KEY TRENDS

Artificial Intelligence (AI)