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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. programmatic buying 2017
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 Used by publishers to manage and auction their inventory
Repositories for audience data used to refine targeting. Key Market Trends in 2017 By late 2016 and into 2017, programmatic spending
Used by advertisers to manage bids and budgets.
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 is the purchase of digital ad space using software and algorithms rather than manual negotiations.