{"id":14853,"date":"2017-07-10T17:55:11","date_gmt":"2017-07-10T17:55:11","guid":{"rendered":"https:\/\/www.techopedia.com\/definition\/programmatic-advertising\/"},"modified":"2017-07-10T17:55:11","modified_gmt":"2017-07-10T17:55:11","slug":"programmatic-advertising","status":"publish","type":"definition","link":"https:\/\/www.techopedia.com\/definition\/32635\/programmatic-advertising","title":{"rendered":"Programmatic Advertising"},"content":{"rendered":"<h2><span id=\"what_does_programmatic_advertising_mean\">What Does Programmatic Advertising Mean?<\/span><\/h2>\n<p>Programmatic advertising automates the process of targeting ad buys. Real-time auctions create algorithm-driven purchases for sets of ads in different channels and locations. Programmatic advertising dramatically changes the ways that marketers select venues for digital ad placement.\n<\/p>\n<h2><span id=\"techopedia_explains_programmatic_advertising\">Techopedia Explains Programmatic Advertising<\/span><\/h2>\n<p>Programmatic advertising uses impressions as a metric. Algorithms look for optimized ad purchases and make them accordingly. All of this cuts out a lot of the human element of deliberately choosing individual ad purchases or the purchases of large sets of ads.\n<\/p>\n<p>In many ways, programmatic advertising has been hailed as a method of solving a particular problem in today&#8217;s data-centered world. The problem is that an individual human purchaser can hardly keep on top of all of the optimal opportunities for ad purchases across a growing field of ad placement choices. So the programmatic advertising can do what the human decision-maker cannot \u2013 it can look at the big picture, evaluate many thousands of ad opportunities, and choose ones that are most optimized for a particular company\u2019s needs, according to given input.\n<\/p>\n<p>However, no process is entirely perfect, and programmatic advertising has also led to some ineffective ad purchases, or excessive ad purchases on a given platform. One common problem is the saturation of a particular user application with the same ads. Rather than creating optimal return on investment, these ads tend to annoy and frustrate users over time. Some inappropriate ad placement can also occur. One helpful piece of advice from experts is that there should always be human oversight of the automated programmatic purchase system, in order to try to mitigate some of the poorer choices that are made automatically.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What Does Programmatic Advertising Mean? Programmatic advertising automates the process of targeting ad buys. Real-time auctions create algorithm-driven purchases for sets of ads in different channels and locations. Programmatic advertising dramatically changes the ways that marketers select venues for digital ad placement. Techopedia Explains Programmatic Advertising Programmatic advertising uses impressions as a metric. Algorithms look [&hellip;]<\/p>\n","protected":false},"author":7813,"featured_media":0,"comment_status":"open","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"_lmt_disableupdate":"","_lmt_disable":"","om_disable_all_campaigns":false,"footnotes":""},"definitioncat":[270,256],"class_list":["post-14853","definition","type-definition","status-publish","format-standard","hentry","definitioncat-data-science","definitioncat-emerging-technology"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.2 (Yoast SEO v24.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What is Programmatic Advertising? - Definition from Techopedia<\/title>\n<meta name=\"description\" content=\"This definition explains the meaning of Programmatic Advertising and why it matters.\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Programmatic Advertising\" \/>\n<meta property=\"og:description\" content=\"This definition explains the meaning of Programmatic Advertising and why it matters.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.techopedia.com\/definition\/32635\/programmatic-advertising\" \/>\n<meta property=\"og:site_name\" content=\"Techopedia\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/techopedia\/\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@techopedia\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.techopedia.com\/definition\/32635\/programmatic-advertising#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.techopedia.com\/definition\/32635\/programmatic-advertising\"},\"author\":{\"name\":\"Margaret Rouse\",\"@id\":\"https:\/\/www.techopedia.com\/#\/schema\/person\/f5dd538e31ee352d105b8af36c4268a5\"},\"headline\":\"Programmatic Advertising\",\"datePublished\":\"2017-07-10T17:55:11+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.techopedia.com\/definition\/32635\/programmatic-advertising\"},\"wordCount\":282,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.techopedia.com\/#organization\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.techopedia.com\/definition\/32635\/programmatic-advertising#respond\"]}],\"articleSection\":\"\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.techopedia.com\/definition\/32635\/programmatic-advertising\",\"url\":\"https:\/\/www.techopedia.com\/definition\/32635\/programmatic-advertising\",\"name\":\"What is Programmatic Advertising? 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