What is programmatic advertising?

Programmatic advertising is the use of automation and software to buy and sell digital advertising space. Instead of traditional methods involving human negotiation and manual insertion orders, programmatic advertising uses algorithms and real-time bidding (RTB) to efficiently match advertisers with publishers and optimize ad campaigns based on various factors like user demographics, browsing behavior, and campaign goals. It's commonly used to streamline the ad buying process, improve targeting accuracy, and enhance ROI.