Programmatic media offers sophisticated targeting, which is transforming marketing plans. The industry has developed at a rapid pace and there is a continued need for education among advertisers and agencies, to make best use of the possibilities. The rise of programmatic has helped to fuel advertisers’ concerns around online advertising, including viewability of online ads, ad fraud, brand safety and digital transparency – and, increasingly, sustainability. Furthermore, some programmatic targeting practices have been challenged by the arrival of data privacy legislation, particularly in the US and Europe.
Definitions
Programmatic advertisingis digital advertising that is bought, sold and placed using...