Introduction to Programmatic Advertising

Programmatic advertising, in the ever-fluid context of digital marketing, has successfully redefined the page and leveraged big data and advertising technologies for delivering high impact and wide-scope contextualised advertising (Jain et al, 2022). In this chapter of the present study, programmatic advertising is defined as the form of advertising, placing the method under consideration in opposition to traditional advertising solutions by emphasizing on its Real-Time Bidding (RTB) processes and targeting of ads in various online media (Cooper et al, 2023). The elements like Demand-Side Platforms (DSPs), Supply-Side Platforms (SSPs), Ad Exchanges, Data Management Platforms (DMPs), and Real-Time Bidding (RTB) are described, which creates a clear vision of ecosystem.