Programmatic and open web
Programmatic advertising
Buying ad space automatically through software and real-time auctions, rather than by direct deals with each publisher.
What it is
Advertisers use demand-side platforms; publishers use supply-side platforms; exchanges connect them, often within a fraction of a second per impression.
Why it matters
For lead generation and e-commerceIt reaches audiences across many sites, apps, connected TVs and audio services from one place.
In practice
Set audiences, budgets and frequency in a DSP, choose inventory (open exchange or private deals), and check where ads ran.
A common mistake
Buying cheap open-exchange inventory without checking placements, and paying for low-quality or invalid traffic.