GLOSSARY

The automated buying, selling and optimisation of digital advertising inventory using platforms, data and real-time decisioning.

It affects media efficiency, measurement confidence, reach and brand risk, so it informs budget allocation and campaign governance.

A cross-functional team applies Programmatic Advertising in a production initiative, defines ownership and success criteria, tests representative scenarios, monitors outcomes and records corrective actions before scaling.

Platform definitions, identifiers, attribution and privacy controls vary, so figures may not be comparable and reported performance may not establish causality.

The automated buying, selling and optimisation of digital advertising inventory using platforms, data and real-time decisioning. In operation, this concept depends on defined inventory, auction or delivery rules, identifiers, attribution windows, consent, quality controls and platform reporting. Teams should document the measurement system and distinguish platform-reported results from independently verified business outcomes.