Programmatic Advertising
The automated buying and selling of digital advertising using data and algorithms.
Programmatic Advertising uses automated technology and algorithms to buy and place digital ads in real-time.
**How Programmatic Works:**
1. User visits a website with ad inventory 2. Ad exchange auctions the impression in milliseconds 3. DSPs bid on behalf of advertisers based on targeting criteria 4. Winning bid serves the ad to the user 5. All happens before the page fully loads
**Key Programmatic Components:**
• **DSP (Demand-Side Platform)**: Where advertisers buy ads • **SSP (Supply-Side Platform)**: Where publishers sell inventory • **Ad Exchange**: Marketplace connecting buyers and sellers • **DMP (Data Management Platform)**: Audience data organization
**B2B Programmatic Strategies:**
• **Account-Based Advertising**: Target specific companies by matching IP addresses or cookie data • **Intent-Based Targeting**: Reach companies showing research behavior • **Retargeting**: Re-engage website visitors • **Contextual Targeting**: Place ads on relevant business content • **Lookalike Audiences**: Find companies similar to your best customers
**B2B Programmatic Challenges:**
• Smaller audience sizes than B2C • Higher CPMs for business targeting • Cookie deprecation affecting targeting • Measuring influence in long sales cycles
Related Terms
B2B Advertising
Paid promotional activities designed to reach and engage business decision-makers across digital and traditional channels.
Retargeting
A technique that serves ads to people who have previously visited your website or engaged with your content.
Display Advertising
Visual ads (banners, rich media) placed on websites, apps, and social media platforms.
Account-Based Marketing (ABM)
A focused B2B strategy that concentrates sales and marketing resources on a defined set of target accounts.