Programmatic

Programmatic advertising refers to the automated buying and selling of ad space. Most of the time, it takes place in real time through platforms such as ad exchanges, DSPs and SSPs.

It thus includes a complex ecosystem, which has progressively replaced the traditional negotiation-based system, where advertisers were in constant contact with trading desks through media agencies. Programmatic advertising holds a predominant place in the digital advertising industry and is gradually reaching other media.

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