Once upon a time when buying digital advertising, you made a bulk purchase using traditional methods. Your only option was to buy advertising space in bulk and hope the right audience sees your banner ad. Not surprisingly, advertisers had disappointingly low ROIs. It is quite possible you would have gotten better results from throwing spaghetti at a wall to see what sticks.
Enter programmatic advertising. Although programmatic ad buying has changed the face of online advertising, there’s still some confusion around what it actually is. Advances in technology have now made advertising more precise than ever. As the technology improves, new methods are constantly developed and tested to create efficiencies when buying ad space.