By Stephen Lepitak

The advertising world can be a complex place, mix in a few buzzwords such as ‘programmatic’ and it just got a little more complicated.

At Yahoo, we want to bring clarity to advertisers by untangling this web of complexity.
So first off, what do we consider to be programmatic? According to eMarketer, it is an automated, technology-driven method of buying digital advertising, taking advantage of the audience targeting and cost efficiencies driven through real-time bidding (RTB).

RTB is a component of programmatic, but not in its entirety. Programmatic can be, and should be about automating a transaction, but that doesn’t have Read full story ›

Source: The Drum