Programmatic Advertising

Buying and selling ad inventory through automated systems and auctions rather than manual negotiation. Programmatic covers the Open Auction, Private Marketplace, Preferred Deal, and Programmatic Guaranteed and runs on the DSP, SSP, exchange, and ad server infrastructure described elsewhere in this glossary. Most display, video, CTV, audio, and DOOH is now transacted this way; the social platforms are programmatic in mechanism but closed in access.