What is programmatic buying?

Programmatic buying is advertising delivery based on automated systems (technology) and data. It can dramatically improve the efficiency, scale and delivery strategy of ad buying compared to regular manual buying.

While it may sound far-fetched and seem like it would only happen in a world of robots. But the opposite is true, and it's a reality that marketers need to face right now. It's not just happening in the digital realm; TV, radio, and even print will slowly but inevitably adopt a programmatic advertising model.

In essence, programmatic buying aims to make media buying simpler, more efficient, and most importantly deliver highly customized advertising. It aims to increase the efficiency of digital advertising by utilizing the client's data and insights to reach the right user, in the right environment, at the right time. It is because of these factors that marketers will usher in the era of programmatic buying.

Categories

Preferred dealPreferred deal: a non-bidding model with a fixed cost per thousand displays and no guaranteed ad resources.CPM is fixed, but traffic is not guaranteed.

Programmatic guaranteed/direct programmatic direct buy: non-bidding model with a fixed cost per thousand impressions and guaranteed ad inventory. fixed CPM and guaranteed traffic.

Private Auction: An auction model that uses real-time bids and reserve prices. It is open only to invited buyers.