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What is Programmatic Advertising Buying

Chapter 91
Encyclopedia of E-Commerce Development, Implementation, and Management
A digital advertising practice that relies on computer software to purchase advertising impressions. Compared with traditional media buying processes that involve human negotiations and manual ad insertion order, programmatic advertising buying is a practice that involves machines in the negotiation process to increase ad efficiency.
Published in Chapter:
Real-Time Bidding Advertising: Challenges and Opportunities for Advertising Curriculum, Research, and Practice
Kenneth C. C. Yang (The University of Texas at El Paso, USA) and Yowei Kang (Kainan University, Taiwan)
Copyright: © 2016 |Pages: 16
DOI: 10.4018/978-1-4666-9787-4.ch091
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