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What exactly is Programmatic Advertising?

Programmatic advertising is a general term for the use of software, like the Converge platform, to automate the buying and placing of advertising. It involves the use of technology to target specific audiences based on their browsing habits, site context, demographics, and other data (e.g.'First-Party' which is customer data that belongs to an advertiser).

We prefer to use the term "Intelligent Automation" to the clichéd "Programmatic". That's because the Converge platform allows for more efficient, effective use of advertising budgets and people teams. Just as importantly, though,it can also deliver new planning and buying insights around areas like Attention, Sustainability and Context.