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Programmatic ad-buying makes decisions regarding the placement and buying of ads using AI and real-time bidding (RTB) for online display, mobile, and video campaigns. Programmatic ad-buying also gives companies a unique and real-time insight into the reach of their advertisements. The death of the third-partycookie.
While relying on data, and especially third-partycookie data, used to be considered the most efficient method of targeting, it’s always been unclear whether it pays off. In 2019, WSJ reported that “publishers only get about 4% more revenue for an ad impression that has a cookie enabled than for one that doesn’t.” .
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