Traditional marketing, and, to some extent, digital marketing, relied on human agents to carry out advertising buys. If a company wanted to advertise on television, or even on the Internet. They would go to an ad agency or some other marketing expert. They would negotiate their advertising needs with a person at the agency. Who would then negotiate with marketing departments at a television station, network, or Internet organization for available “ad space” and then settle on a price, frequency, and time for those ads.
Rather than having ad buyers negotiate with salespeople at appointed times and places. A business can use programmatic advertising to go directly to the available online ad spaces. As coordinated by software—and purchase available space.
In other words, a business now interfaces with software to advertise. Rather than relying on human agents to talk to other human agents to buy space.
This is a trend that is predicted to make up over half the online advertising this year. If you haven’t yet looked into programmatic advertising, here are some of the essential terms you should learn to start building up your familiarity.