Programmatic Advertising

Programmatic advertising is the automated buying and selling of digital ad space through software rather than manual negotiation. Most programmatic buying happens through real-time bidding, but it also includes private marketplaces, preferred deals and programmatic guaranteed.

For app marketers, programmatic advertising offers reach across thousands of apps and websites from one buying point, with each impression priced against the advertiser's goals. Its value depends on transparency and quality: knowing where ads ran, filtering invalid traffic and optimizing on post-install outcomes rather than clicks.

In mobile, programmatic buying happens mostly inside apps rather than on websites, so the ecosystem relies on SDKs, mediation and mobile measurement partners rather than cookies. That makes integration with your MMP the first step of any programmatic program. Once that is in place, programmatic advertising can be optimized toward the same CPA and ROAS goals you use on other channels, which makes results directly comparable.