Media buying used to happen directly with the publisher and advertiser. Directly buying gave you prominent ad placement, but was excessively expensive. An advertiser also didn’t know who would actually see their ads and if they met their targeted demographic. Programmatic advertising allows advertisers to buy ads in real-time through an ad exchange. The inherent benefit of buying ad placements this way is a customer can be shown an ad across multiple websites. The bidding can be based on any number of criteria; including retargeting, search retargeting, geofencing, CRM retargeting and more. This also allows the right person to see the right ad at the right time and at a much better price.