brand glossary: programmatic

Programmatic involves the utilization of algorithmic software for buying and selling digital media. It is a highly efficient method ensuring that the most targeted and relevant customer is reached while the publisher is able to maximize their ad inventory, all in real-time. Programmatic buying is an automated transaction between the buyer (brand) and the seller (publisher) and does not require any human interaction. First- and third-party performance data can be leveraged to further increase campaign efficiency and optimize ad performance.