India, Dec. 5 -- Programmatic advertising is the automated buying and selling of digital advertising tools using software and algorithms and real-time bidding rather than the manual nature of the previous method of negotiating ad purchases between the advertisers and the publishers.

Rather than ad sellers making a deal with a website or application at a fixed price, programmatic acts as a real-time auction: as a user opens a webpage or launches an app, they can auction ad positions within a few milliseconds, and algorithms determine which advert to display as part of targeting, user information, bidding model and campaign objectives.

Programmatic advertising is on a boom in recent market research. The future outlook of the global spend ...