The IAB defines programmatic as “an ambiguous shorthand for some or all of a diverse range of platforms, tools, and processes in digital advertising”.
Think about it kind of like you are buying stocks. Programmatic would be the building and the DSPs (demand-side platforms) are the brokers that are buying and selling. RTB (real-time bidding) is the exchange and that’s where the magic happens. So you are essentially buying and selling ads in a real-time-bidding environment.
The true heart of programmatic advertising is the ability to directly target an audience. There is a vast amount of data out there that enables agencies like Starfish ? to deliver ads in a much more effective manner. Being able to provide relevant content, as opposed to unrelated ads, is what makes buying programmatic more personal to users. Digital is not traditional, and you shouldn’t purchase digital ads the same way you would buy traditional TV, newspaper, or radio ads.