Programmatic Advertising

Programmatic advertising refers to the automated buying and selling of ad inventory using technology — specifically, real-time auctions where advertisers' bidding algorithms compete for individual impressions in milliseconds. In newsletter advertising, programmatic demand connects publishers to a broad pool of advertisers via OpenRTB (open real-time bidding) protocols. Unlike direct-sold deals (which are negotiated one-on-one), programmatic demand scales automatically based on audience signals and advertiser targeting parameters. MailAdx supports OpenRTB-compatible programmatic demand as one tier in the ad waterfall. Publishers benefit from automatic fill for unsold inventory; advertisers benefit from access to newsletters at scale without manual deal negotiation.