Programmatic Ad Buying Dominates the Market, Business and Industry Trends Analysis

Technology experts have devised automated systems in which advertisers specify the type of ad, types of page locations and price they are willing to pay for an ad.  The ads are then placed by a third party (an “exchange”) into vacant slots that match the advertiser’s criteria.  The practice, which is also referred to as programmatic buying, utilizes a set of complicated algorithms running during the milliseconds it takes for a web page to load.  Omnicom Group reports that it can bid for up to 10 million online ads every second.  The practice already places ads on smartphones, tablets and…

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