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An overview of the programmatic landscape
An overview of the programmatic landscape
Rashan avatar
Written by Rashan
Updated over 7 months ago

Digital Media Buying is the use of automated technology for media buying (the process of buying advertising space), as opposed to traditional (often manual) methods of digital advertising. Your ad could be brilliant, but if it’s not in the right place targeted at the right people, then your campaign will never reach its true potential. Therefore, buying the best ad space at the best price and targeting it to the right audience is critical.

The market for digital advertising space is run by ad exchanges, who operate computerized auctions that bring together both parties of the transaction:

  • Advertisers, who want to buy ad space on the internet.

  • Publishers, the website owners with digital space to sell.

Digital Media Buying uses algorithmic software that handles the sale and placement of digital ad impressions via ad exchange platforms – in a fraction of a second. Digital Media Buying also incorporates traffic data and online targeting methods to serve impressions more accurately, efficiently and at scale, which means better ROI for you.

Here’s the digital media buying flow in a nutshell:

  • A person clicks on a website

  • The website owner puts the ad impression up for auction (SSP)

  • Advertisers offer bids for the impression (DSP)

  • The highest bidder wins the ad impression

  • The ad is served on the website to the user

  • The user clicks on the ad and converts

Despite the many steps involved, this entire process happens in an instant and Mortar combined with our partners take care of this complete process for you.

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