Buying display media in advance or in real-time: What you need to know

Online display marketing is confusing. It’s a never-ending list of platforms, funnels, features, acronyms and measurements to get your head around. To make matters more complicated, a new type of buying has risen in the past decade that lets you purchase ad space in real-time: programmatic buying.

Before you dive into the online tutorials and start on-boarding programmatic for your marketing team, let me give you a quick summary of what it is and some guidelines to help you determine whether it’s worth your investment.

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