Programmatic Display, is online advertising done through the use of softwares (DSPs, SSPs, DMPs) to automate the buying, placement, and optimization of media inventory. By replacing manual methods it allows advertisers to target their audience at the individual level and at scale. Programmatic buying can be done through Real Time Bidding (RTB) or Directly by accessing a specific publisher’s ad inventory and buying it at a predetermined price replacing manual methods. It is important to note that Programmatic doesn’t always mean RTB!