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As any digital marketing pro can tell you, programmatic advertising is one of the most critical — and least understood — concepts in the industry today. It’s a strategy made more difficult by the fact that individual platforms and vendors in the space use a confusing array of redundant and overlapping terms to describe the process. For the average business, though, understanding and making use of programmatic advertising is essential in today’s multichannel environment.
In reality, programmatic advertising is a pretty simple thing to grasp, once you drop all of the jargon and boil it down to its essentials. That doesn’t mean, however, that it’s an easy strategy to use correctly. To help, here’s an easy to understand overview of what programmatic advertising is, how it works, and 5 specific tips on how to use it