1. Market Overview – Programmatic Main Characteristics: Programmatic buying Particular features - Programmatic Buying refers to the use of software (algorithm based) to purchase digital advertising (data-driven decisions at the impression level) as opposed to the traditional process that involves human negotiations, manual IO’s and manual buying optimization Advantages - Increased cost efficiency and effectiveness - Ability to apply data to find exact target audience, achieving impactful engagement - Real-time optimization and advanced algorithms allow for scalable one-to-one marketing - Consolidation of inventory for management of frequency - Measurement and performance insights for an in-depth understanding of audience Evolution - 176 Programmatic buying share is growing very quickly - Programmatic buying is also expanding to other media such as OOH, Radio, Print and TV
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