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What platform is programmatic?

Programmatic is an automated process of buying and selling media through real-time bidding (RTB) on ad exchanges. It allows marketers to target specific audiences with laser precision and buy ad space in real-time, while publishers can increase the value of their ad inventory by programmatically selling to multiple buyers simultaneously. In order to programmatically buy or sell media, you need to use a demand-side platform (DSP) or a supply-side platform (SSP). DSPs are used by advertisers and agencies to buy ad space, while SSPs are used by publishers and networks to sell ad space. DSPs and SSPs connect to ad exchanges, which is where the actual programmatic buying and selling takes place. Ad exchanges are marketplaces that allow publishers to sell ad inventory in real-time to the highest bidder. The most popular ad exchange in the programmatic ecosystem is Google Ad Exchange (AdX), which is used by both DSPs and SSPs. Other popular ad exchanges include AppNexus, Rubicon Project, and OpenX. Programmatic buying and selling of media is conducted through ad exchanges using real-time bidding (RTB). RTB is a process whereby ad space is auctioned off to the highest bidder in real-time. The programmatic ecosystem is complex, but it offers marketers and publishers a number of benefits. Programmatic buying and selling of media allows for laser precision targeting, as well as the ability to buy and sell ad space in real-time.

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