Programmatic Advertising and Display Marketing
Programmatic advertising uses automated technology to buy digital ad inventory in real-time auctions, replacing manual insertion orders. It enables precise audience targeting across millions of websites, apps, and connected TV — at scale and with data-driven optimisation that manual buying cannot match.
How Programmatic Works
Real-Time Bidding (RTB): when a user loads a webpage, an auction occurs in milliseconds. The publisher's ad server sends a bid request to an SSP (Supply-Side Platform), which forwards it to DSPs (Demand-Side Platforms) used by advertisers. Each DSP evaluates the impression against audience data and campaign parameters and submits a bid. The highest bidder wins, and their ad is served — all before the page finishes loading.
Key Channels
- Display: banner and rich media ads across websites
- Video: pre-roll and mid-roll across YouTube and premium publishers
- Connected TV (CTV): programmatic ads within streaming apps
- Digital out-of-home (DOOH): digital billboards and screens
- Audio: podcast and streaming audio ads