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Programmatic buying

Programmatic has become a catch-all term for automated media buying techniques, initially applied to online display but increasingly to other channels. It allows clients to buy media based on data-based criteria, often in real-time, with decisions made on a per-impression basis. Programmatic allows a range of targeting options – for example, user behaviour data, location, or contextual information such as the weather. Programmatic relies on a complex ‘ecosystem’ of technology companies that sit between buyers and sellers of media space.

Key Reading

Important papers from across the Warc database

How AI and machine learning are changing advertising, plus the possibilities and limitations for the future.
How programmatic advertising can deliver cross-media insights and optimise cross-device reach.
The pros and cons of programmatic TV (PTV) - and how it differs from other programmatic media like addressable TV and video-on-demand.
An outline of the major issues facing advertisers, including viewability, fraud and context - and what to do about them.
A report explaining the roles of the different players in the online advertising ecosystem.

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