Programmatic buying refers to the automated purchase of digital advertising space using software and algorithms rather than manual negotiations. It is generally categorized into four core deal types, which are distinguished by how the inventory is accessed (auction vs. direct) and whether the inventory is reserved. 1. Real-Time Bidding (RTB) / Open Auction
RTB is the most common and widely used programmatic model. It functions as a public, automated auction where ad impressions are bought and sold in the milliseconds it takes for a webpage to load. 4 Types of Programmatic Advertising + How to Use Them types of programmatic buying
