Programmatic is constantly evolving. From online ads and video to digital out-of-home, streaming, voice and TV, the sheer number of options can make it feel like an impenetrable process to understand.
Finding your way through the jargon is the first step to understanding exactly what programmatic is. Defined by the Display Trading Council as the use of automation in buying and selling of media, programmatic can apply to anything from display to digital out-of-home and television.
“Programmatic started off as a way of using up remnant inventory,” explains IAB UK senior programmers manager, Dee Frew. “It was a way of increasing the efficiency on leftovers, but as it has evolved it’s become more sophisticated.
“There is, however, a frequent misunderstanding that all programmatic is real-time advertising. That is a subset of programmatic, a way of utilising programmatic techniques to make instant purchases. It’s a bit like having a robot shop for you on eBay. Real-time advertising is an auction-based model, whereas programmatic is the full breadth of automation.”