So what is it?
Programmatic marketing is the real-time buying of ad space based on the audience and their behavior. It’s about defining an audience and ensuring the right message is delivered to the right place at the right time.
This is different from traditional media buying because you’re not locked into a specific number of ads with a specific publisher, and you’re targeting specific behavior vs. segments or populations. It’s the difference between guessing who your audience is, and knowing.