Programmatic Buying Models: The Waterfall

Now that you know what Programmatic is (because you obviously read the first article in this series), you might be wondering — what type of inventory can we buy?


Programmatic ad buying: using software and technology to identify, bid on, and purchase digital advertising in an automated fashion versus engaging in manual negotiations.

Inventory: The actual space on the page where the ads will be displayed — the publisher sells the space on the website as inventory.