Programmatic

This is a slightly different model from the traditional purchase of display or video advertising. Available advertising spaces are bought in real time on the basis of auctions (this process is called Real Time Bidding - RTB) and displayed to specially selected customers. In this model, the greatest emphasis is placed on "who" the ad is displayed to, as messages are very often personalised for a narrow audience, rather than "where", as the subject of the portal itself is not as important as the characteristics of its audience.