Glossary
Programmatic
The automated buying and selling of digital ad inventory through software, typically via real-time auction.
Definition
The automated buying and selling of digital ad inventory through software, typically via real-time auction.
Why it matters
Programmatic is the umbrella term the rest of this glossary lives under — DSP, SSP, RTB, and PMP are all mechanisms inside programmatic, not separate things.
Key consideration
"Programmatic" is often used loosely to mean "not manually booked," which blurs real distinctions between open exchange, PMP, and programmatic guaranteed deals that carry very different risk and quality profiles.
Related terms
Practitioner notes
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