Programmatic

Programmatic Advertising — Definition & Explanation

The automated buying and selling of digital ad inventory using technology platforms and algorithms. Programmatic encompasses real-time bidding (RTB), private marketplaces (PMPs), programmatic guaranteed deals, and preferred deals.

How Programmatic Advertising Works

Programmatic advertising replaces manual insertion orders with automated, data-driven transactions. Publishers make inventory available through SSPs; advertisers access it via DSPs. Technology handles bidding, targeting, delivery, and reporting.

Why Programmatic Advertising Matters for Publishers

Programmatic is the dominant model for digital advertising, representing 90%+ of digital ad transactions. Publishers need a robust SSP relationship to access this demand efficiently.

Frequently Asked Questions

What percentage of digital advertising is programmatic?

Programmatic accounts for over 90% of digital display advertising and is rapidly growing in video, audio, CTV, and DOOH.

Is programmatic advertising right for all publishers?

Yes. Publishers with 500K+ monthly pageviews benefit significantly from programmatic via an SSP. Even smaller publishers benefit from Prebid-based header bidding.

How does Stellor Media optimize programmatic revenue?

Through competitive header bidding, 50+ demand partners, dynamic floor pricing, viewability optimization, and ongoing yield management support.

Related Terms

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