Paid Media
Programmatic Advertising
Programmatic advertising is the automated buying and selling of digital ad inventory using software, data, and auctions, connecting advertisers' demand-side platforms (DSPs) with publishers' supply-side platforms (SSPs) through ad exchanges. Much of it runs via real-time bidding (RTB), where each impression is auctioned in milliseconds as a page or app loads, on standards such as IAB Tech Lab's OpenRTB. By 2026 the large majority of digital display spend transacts programmatically, and the channel is adapting to cookie deprecation through first-party data, contextual signals, and privacy-preserving identifiers.
Source: iabtechlab.com
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