Programmatic Media Buying

Definition of Programmatic Media Buying

The use of automated systems to purchase ad inventory in real-time through auctions.

Explanation of Programmatic Media Buying

Programmatic media buying is the automated process of purchasing digital media, such as display ads, video ads, and mobile ads, using software and algorithms. This method leverages data and technology to optimize ad placements, bids, and targeting in real-time, ensuring that ads reach the most relevant audiences. Programmatic media buying involves various players, including demand-side platforms (DSPs), supply-side platforms (SSPs), and ad exchanges. By using programmatic media buying, businesses can achieve greater efficiency, scalability, and precision in their advertising efforts. This approach allows advertisers to manage and monitor campaigns across multiple channels, adjust strategies based on performance data, and maximize return on investment (ROI). Programmatic media buying is a key component of modern digital marketing, enabling businesses to reach their target audiences more effectively and achieve better results.

This dictionary entry was written by

Per-Gulbrand Peter Braathen

With a foundation in doctoral-level research, Per-Gulbrand Peter Braathen is a seasoned expert in the areas of marketing, branding and communication. His proficiency extends to marketing management, branding and communication strategy. Braathen's experience is underscored by his rich background from various industries, including entertainment. A distinguished alumnus of the USC Marshall School of Business, Braathen boasts a Master of Science in Marketing, complemented by a Graduate Certificate in the Business of Entertainment from the USC School of Cinematic Arts as well as two undergraduate Bachelor degrees from the esteemed University of Southern California.