Programmatic buying is the automated procurement of advertising capacity by means of real-time bidding. Algorithms analyse the online behaviour of a consumer, making it possible for a specific advertisement to be shown to a specific consumer in a specific context.
This technique facilitates the advertiser’s requirement to be as efficient and effective as possible. Thanks to this, the advertiser – given the right context – can reach the right person in the target group, at the right time, and at the right price. The advertiser self-determines the price through a bidding system.