What is Programmatic Advertising?

Programmatic advertising uses automated technology, demand-side platforms (DSPs), supply-side platforms (SSPs), and ad exchanges, to buy and sell digital advertising inventory in real-time auctions. Each time a user loads a page or app, a programmatic auction happens in milliseconds: the SSP broadcasts the impression opportunity, DSPs bid based on user signals and campaign parameters, and the highest bidder's ad is served.

For mobile app UA, programmatic channels include in-app display and video through networks like Digital Turbine, AppLovin, IronSource/Unity, Verizon Media, and Google Display Network. These channels complement walled garden social platforms (Meta, TikTok) by reaching users across a broad ecosystem of apps and mobile web properties.

Programmatic is valued for its scale (reaching users across thousands of apps simultaneously), cost efficiency (open auction pricing often below walled garden CPMs), and audience targeting flexibility. It requires more technical sophistication than self-serve platforms but offers access to inventory outside the major social walled gardens.