Programmatic Display is the targeting of consumers in terms of the value of an individual impression. The technical process is to buy and sell Display inventory on a case by case basis, in real-time dependent on factors such as audience, time period, associated content etc. Each Display impression is evaluated, purchased, and sold, individually, in an instant.
As a result, Programmatic Display has revolutionised the way ad inventory can be purchased as well as the performance that advertisers can achieve through the channel. Simply put, it helps lower the price of ads while also help to maximise yield