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Programmatic advertising is the automated process of buying and selling digital ad space using software and algorithms. Key points include:

• Automation: Reduces the need for human intervention.
• Real-time bidding (RTB): Ads are bought and sold through real-time auctions.
• Data-driven: Targets specific audiences based on data.
• Efficiency: Streamlines the ad buying process, making it faster and more cost-effective.

This method allows for more personalized and effective ad campaigns.

Programmatic ads can seem to “follow” individuals due to:

• Behavioral Targeting: Uses data on online behavior to serve relevant ads.
• Cookies and Tracking: Helps understand user preferences.
• Retargeting: Shows ads to users who have previously interacted with a product or service.

This ensures ads are shown to the right people at the right time.