Programmatic advertising is the automated buying and selling of ad inventory via software (DSPs, SSPs, ad exchanges) rather than manual insertion orders. Real-time bidding (RTB) sets price per impression based on audience, context, and bid. Operators use programmatic for scale, data targeting, and frequency control — but must watch viewability, brand safety, and supply-path transparency.
PMP (private marketplace) deals sit between open exchange and direct IO buys.
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Last verified Jun 5, 2026