Programmatic advertising is the automated buying and selling of ad inventory through technology platforms. It supports real-time auctions as well as private and guaranteed agreements, using context, audience and quality signals to inform each decision.
How programmatic buying works
A rigorous programmatic strategy starts with the business objective, then connects inventory, audience, context, creative and measurement. Each technical choice must have a documented purpose and a clear owner.
- Open Auction : enchère ouverte impression par impression
- PMP : accès privé à un inventaire ou à des conditions négociées
- Preferred Deal : priorité d’accès à prix fixe
- Programmatic Guaranteed : volume et prix convenus à l’avance
Platforms and partners
Platforms may offer similar labels while providing different inventory, data, controls and reporting. ADOPS evaluates what is genuinely available in the target market, not only what appears in a product catalogue.
Available channels
Effective activation coordinates format, frequency, context and creative quality. The role of every channel must be explicit so the plan creates complementary reach instead of duplication.
Measurement and decisions
Measurement should separate delivery, exposure, response and business impact. Methods, attribution windows and limitations must be explained alongside the result.
Sources & standards
Verify and explore further
These official references were selected for the topic covered on this page. Platform features may change over time.
FAQ
Is programmatic the same as RTB?
RTB is one buying method within programmatic.
Is programmatic only for large budgets?
The answer depends on objectives, scale, data and operating context.
Can placements be transparent?
ADOPS documents the method and constraints before making a recommendation.
This content draws on ADOPS’ operational multi-DSP experience and distinguishes stable principles from features that may vary by platform and market.