Used by publishers to manage and auction their inventory.
Moving beyond simple demographics, 2017 saw increased use of psychographic and behavioral data to reach users at specific points in their purchase journey. The Tech Stack: programmatic buying 2017
In 2017, programmatic buying shifted from being a specialized "performance" tactic to becoming the primary engine of the digital advertising industry. This period was marked by rapid technological maturation and a significant shift in focus toward transparency and cross-channel integration. Core Mechanisms of 2017 Programmatic Used by publishers to manage and auction their inventory
An instantaneous auction process where ad impressions are sold on a per-impression basis. When a user loads a page, their data is analyzed and advertisers bid for the slot in milliseconds. This period was marked by rapid technological maturation
Used by advertisers to manage bids and budgets.
By late 2016 and into 2017, programmatic spending was projected to more than double, growing from $19 billion to over $42 billion by 2020. Consumer-Centric Programmatic Advertising - ResearchGate