What is “automated buying” in programmatic advertising?

Automated buying, or programmatic advertising, refers to the use of technology to automate the buying and selling of digital advertising inventory. This includes real-time bidding (RTB) and private marketplaces, streamlining what was traditionally a manual process involving human negotiation. This automation allows for more efficient, data-driven ad placements. The first incorrect option is too restrictive, as programmatic buying often accesses vast inventories, not just limited ones. The second incorrect option describes a direct sales model, not necessarily programmatic automation, which typically involves multiple intermediaries (like DSPs and SSPs) working together through technology.