Spending on programmatic advertising has exploded in the past three years–in 2013 marketers spent $4B on programmatic; in 2016, this number will top $20B [eMarketer]. The key behind programmatic advertising’s growth lies in its ability to target. Programmatic offers advertisers the opportunity to automatically run an ad campaign in real time to reach the right consumer with the right message in the right context.
To target so effectively, programmatic advertising relies on a large volume of data. This data can come from different sources, so understanding these sources is a great first step to understanding programmatic advertising.