Programmatic advertising enables digital marketers to buy advertising space through automated technology and machine learning, typically using a demand-side platform (DSP).
Leaning on automation is nothing new to most marketers.
Programmatic advertising streamlines the process of buying ad inventory across a huge network of platforms. It also gives advertisers greater control and granularity over placements, budgets and creative assets.
Yet, automating the media buying process has its downside: it’s easy to let the system take over without considering what’s best for your agency.
