Programmatic Advertising Glossary & Brief History
Digilant
OCTOBER 4, 2023
Using algorithmic driven evaluation techniques, DSPs can determine which impressions to buy in real-time. This led to creating the programmatic ecosystem’s first element: an ad server – DoubleClick to be specific (which would eventually be purchased by Google for $3.1 The highest bid wins the impression. billion in 2007).
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