Programmatic Advertising
Programmatic advertising is the automated buying and selling of advertising space, with each impression auctioned in the moment a page loads.
Why It Matters
It made inventory liquid and transferred pricing power to the platforms that run the auctions, which is where much of publishers' revenue went.
Related Terms
- Ad ExchangeAn ad exchange is the marketplace where advertising impressions are auctioned between buyers and sellers in real time.
- DSPA demand-side platform is the software advertisers use to buy impressions across many publishers, setting targeting rules and bids in one place.
- SSPA supply-side platform is the software publishers use to offer their advertising space to buyers and manage how it is sold.
- CPMCPM is the price of advertising per thousand impressions.
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