AppsFlyerMedia buying on autopilot: the ultimate guide to programmatic advertising
Summary
Programmatic advertising is an automated, AI-driven media-buying process that segments audience data, identifies efficient placements, runs auctions, and sells digital ad impressions in real time. It has grown rapidly, with global spend reaching $493B in 2022. The ecosystem includes buy-side (DSPs, DMPs), sell-side (SSPs, publishers), and third-party services.
Key channels are display, video, social, native, audio, digital out-of-home, and in-app ads. Pricing models include CPM, CPC, and CPA. Benefits include efficiency, broader reach, and faster insights.
Auctions types: RTB, private marketplace, programmatic guaranteed, and spot buying. Trends for 2023 include growth in CTV, DOOH, and contextual ads.
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