The use of software to purchase digital advertising is known as programmatic ad buying. It is a sophisticated way to place ads that uses traffic data and online display targeting to drive impressions at scale, resulting in a higher return on investment for marketers. While traditional methods include RFPs, tenders, quotes, and negotiations, programmatic buying buys and sells online ad space using algorithmic software. It can benefit both SMEs and global brands, so don't overlook it just because your company is small. Check out this video to learn about the latest trends in programmatic advertising.

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