The very, very simple guide to how programmatic online ad buying works - the technology may be clever and complex - but the principle is not. We explain.

1. How programmatic
buying works – in 3 slides
(The very, very simple version)

2. Tim opens a
webpage in his
browser. The site
knows a lot about
him from his
browsing history
and more – we
know his tastes,
interests, buying
habits, location etc.
A number of
advertisers are
interested in placing
their ads before
someone like Tim.
Depending upon how
important they think
Tim is, they have
already placed bids
for someone
matching his profile.
(the figures show are
just for demonstration)

3. The Ad Exchange matches Tim’s profile and that of thousands of others
with the profiles advertisers have bid for – all of this happens in
hundredths of a second.

4. The highest bidder’s
ad appears in the
adspace in Tim’s
browser
AD for Tim

5. one-marketing.eu