programmatic media

I came across this term while doing research. In case anyone likes to keep up with the latest terms I dont know if its a new kind of media buying or the just a new term for re-targeting. I dont know anything else about the report listed except its too expensive for me.

Marketer spending on programmatic advertising is strong and growing. Over the next twelve months, the majority of marketer respondents (66 percent) plan on spending almost half (40 percent) of their digital media budget programmatically, while a quarter of marketers plan on doing so for at least 80 percent of their budget. Currently, the majority of marketer respondents are managing 20 percent or more of their media programmatically, with nearly half managing 40 percent or more of their digital media budget this way.

?Programmatic has evolved far beyond real-time bidding. It is enabling marketers to deliver the most relevant advertising experiences to consumers,? said Joanna O?Connell, Director of Research at AdExchanger. ?Programmatic has become an accepted way of conducting business helping streamline operational processes along the way. I am pleased to see it on the rise and being embraced by those across the entire digital advertising ecosystem....?

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Programmatic advertising is really a general term including everything from behavioral and intent-based targeting, to real-time bidding and programmatic direct deals.
In simple words it is the automated process of buying and selling ad inventory via artificial intelligence, machine learning algorithms infused technology solutions.
Programmatic advertising includes software-based platforms: DSPs, SSPs, DMPs and Ad Exchanges - are key components of the programmatic puzzle.
If you choose full-service DSP for media buying solutions, you would be working with account managers and support team who would:

1) help you to launch your first campaign,
2) help to allocate your media budget,
3) advise you on targeting settings, and
4) campaign optimization.
You will be supported on all stages of your campaign, and the team would
5) assist you in understanding analytics and reporting.

The average pricing model for DSP is % of your overall media spend, so budget on programmatic media buying depents on your digital marketing goals.
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