In simple terms, programmatic advertising is the use of automation technology to buy and sell ads, primarily online. Instead of negotiating prices and making calls, marketers who use this technology simply set a budget and let machines discover and purchase their digital media for them leaving more time for ongoing analysis and optimization.
Marketers are overwhelmingly adopting programmatic technology — in fact, data from eMarketer estimated that in 2017, nearly four of every five U.S. digital display dollars have been spent on this type of advertising, totaling $32.56 billion. But despite the popularity, some marketers are still making a few common mistakes. Here are five missteps to avoid.