Programmatic media buying: it’s everywhere, and everyone is doing it. Your spotify playlists are programmatic. Facebook and Google are programmatic. Consulting firms that analyze the profitability of perishable produce logistics are doing programmatic. But, as Digiday asked back in 2014, “WTF is programmatic?”
We define programmatic media buying as demand-side media buying which uses automated algorithms to aggregate media (whether digital, addressable TV, audio or other), filter by datasets (1P, 3P, etc.), bid, purchase, analyze and optimize digital media buying, whether in real-time (as in RTB), or near-real time.
This page provides a 3-part framework for understanding programmatic, and how our management as an independent media buying agency is unique from other players.