Programmatic advertising

Programmatic - automatic purchase of advertising through auctions in real time. Instead of a manual “agreed on placement on the site”, the algorithm decides in a split second which user, on which platform and for what price to show the ad.

Most media advertising today is programmatic, even if it is not called that. YAN, VK advertising networks, banner formats - under the hood there is a real-time auction everywhere. The marketer sets the audience, budget and goal, then the platform itself bargains for each impression.

The strength of programmatic is the scale and accuracy of targeting, the weakness is opacity. Without control of sites and settings, the budget easily flows into garbage inventory and click fraud. Therefore, I include programmatic channels in the media plan with a reserve for cleaning and testing - I analyze the media plan template in a separate article.