Programmatic Advertising
Updated · By the Everything-PR Editorial Team. Reviewed by a human editor before publication.
Programmatic advertising buys and sells digital ad space automatically, often in real-time auctions that run in the fraction of a second before a page or app loads. Advertisers use demand-side platforms to bid, publishers use supply-side platforms and exchanges to sell, and software matches the ad to the audience.
How does programmatic advertising work?
- A person opens a page or app, and the publisher offers that ad slot to the market
- Advertisers' platforms bid based on the audience and context
- The winning ad loads, and the result is reported back for measurement
Where does it fit with PR and earned media?
Programmatic is a form of paid media. It reaches audiences at scale and can retarget people who read earned coverage, which makes it a common partner to PR in an integrated campaign. Brand safety is a standing concern, so placements are screened against brand safety rules.
How does it relate to AI answers?
Programmatic buys inventory on pages and apps. It does not buy a place inside an AI answer. Paid formats inside assistants, such as the conversational ad and the sponsored answer, are a separate and newer category.
Frequently asked questions
Is programmatic advertising the same as real-time bidding?
Real-time bidding is one method inside programmatic. Programmatic also includes direct deals that are bought and delivered by software.
How is performance measured?
Through reach, viewability, conversions and cost, compared against the campaign goal.
Does programmatic help AI visibility?
Not directly. AI engines cite sources, and ad impressions are not sources, so earned coverage and clear owned pages remain the route to AI visibility.