by: Staff Reports | WAN-IFRA
Alanna Gombert, CEO of Gombert Consulting, gave a simple definition of the term, explaining that programmatic is an automated way to book advertising inventory. In other words, programmatic advertising works when publishers put inventory up for sale so buyers may bid on it, usually in real time.
Gombert noted that there are currently three major marketplaces for publisher inventory in the USA: Google Ad Exchange , Rubicon and PubMatic. In Europe, there are Adform and Omnicom.