A Guide to Programmatic Buying

“Programmatic buying is the gluten of advertising,” Jimmy Kimmel joked during ABC’s recent upfront presentation, reported Ad Age. “Like gluten, ‘programmatic’ has become a buzzword that many people use but few really understand. They just know it’s important. For some reason.”

The Association of National Advertisers found that only 26 percent of marketers (of 153 surveyed) knew what programmatic buying is and have actually used it. Another 74 percent were either completely oblivious, or somewhat aware, but still in need of education.

Even those who do use programmatic media buying tools are unclear about exactly how they function.