2017 - Programmatic Buying

Moving beyond simple demographics, 2017 saw increased use of psychographic and behavioral data to reach users at specific points in their purchase journey. The Tech Stack:

Programmatic buying is the purchase of digital ad space using software and algorithms rather than manual negotiations. programmatic buying 2017

In 2017, programmatic buying shifted from being a specialized "performance" tactic to becoming the primary engine of the digital advertising industry. This period was marked by rapid technological maturation and a significant shift in focus toward transparency and cross-channel integration. Core Mechanisms of 2017 Programmatic Moving beyond simple demographics, 2017 saw increased use

Used by advertisers to manage bids and budgets. This period was marked by rapid technological maturation

An instantaneous auction process where ad impressions are sold on a per-impression basis. When a user loads a page, their data is analyzed and advertisers bid for the slot in milliseconds.

By late 2016 and into 2017, programmatic spending was projected to more than double, growing from $19 billion to over $42 billion by 2020. Consumer-Centric Programmatic Advertising - ResearchGate