The Future Of Programmatic Media Buying

Media buying has evolved tremendously in the past few years with the increased utilization of programmatic media buying systems.

Are Programmatic & RTB the same? No.

RTB (real-time buying) is an online advertising technology that enables publishers to sell unsold inventory through an ad exchange on an impression-by-impression basis, as each impression becomes available on a publisher’s website (i.e., in real time). RTB is merely one feature within the programmatic ecosystem. Programmatic is large-scale automation using real time systems, machine based transactions and algorithmic intelligence. This enables marketers to serve multichannel placements from a single dashboard, with data acting as the primary in campaign creation, implementation, and optimization.

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