Programmatic media buying is the process of using software to purchase digital advertising, as opposed to the traditional method of working with ad agencies or ad networks. Programmatic buying is often lauded for its efficiency and effectiveness, as it allows advertisers to automate the process of buying ad space and targeting specific audiences. This can result in more cost-effective campaigns, as well as a greater degree of control and transparency. However, programmatic buying is not without its challenges. One of the main concerns is the potential for ad fraud, as automated systems can be more susceptible to scams. Additionally, programmatic buying can require a significant amount of data and sophistication to set up and manage effectively.