Buying media “programmatically” involves an aspect that is unique to its field where we are able to transact media in different ways. Understanding different ways of transacting media, or as we call “inventory types”, help us to become smarter about how we can maximise value from programmatic buys. Being able to grasp this concept is also critical to help us learn to optimise our supply paths.
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Programmatic has been around since early 2000, but it is only in recent years when digital marketers have begun to turn to it to increase their efficiency of buying advertising spaces online. During the early months of COVID-19 pandemic where many were staying in their homes, brands saw the importance of marketing automation as consumers have been shifting their purchases online.
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As part of the iOS 14 update, users will soon be able to block the IDFA identifier at an app level. This means that users will now have to give apps permission to collect and share data.
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