There are many myths surrounding programmatic advertising which can leave marketers confused about where to start and whether it’s suitable for their business.
In reality, programmatic can be a valuable channel to include in your marketing arsenal in order to find and target new audiences. In this blog, we will guide you through the world of programmatic advertising, covering what it is; different programmatic advertising platforms; the targeting and ad formats available, and the benefits and limitations of the channel.
To give you a rounded view, we’ve hand-picked a few definitions that we think sum up programmatic advertising well:
“Programmatic ad buying is the use of software to buy digital advertising. While the traditional method includes requests for proposals, tenders, quotes, and negotiation, programmatic buying uses algorithmic software to buy and sell online display space.”
Digital Marketing Institute, 2021
“Programmatic advertising differs from more traditional media buying methods in its use of automation. It analyses …