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Programmatic buying refers to any ad inventory bought automatically through real-time bidding. While traditional digital buys were bought through a sales rep for a set price and flight, programmatic buys are automated via algorithms and auctions.

The display ads Gupta Media buys through the Google Display Network are bought programmatically. We also buy ads programmatically through partners like Rocket Fuel, Acuity Ads and Conversant. These partners (DSPs) offer targeting through third party data, purchase behavior analysis, browsing behavior analysis, and more to zero in on the exact kind of user we’d like to serve our ads to.