The news: Google announced a program last week that will help provide more clarity into the fees associated with programmatic advertising. A tool in its ad tech system will give brands and agencies insights about how money goes to publishers on its platform.
Programmatic defined: Most US display ads are programmatic—but what does that mean? In short, programmatic ads are bought and sold through automation rather than directly from publishers.
Plethora of players: A host of ad tech partners make the programmatic marketplace click. Here’s a brief look at just a few.
The lines between these players are increasingly less defined, and many ad tech partners don’t fit exclusively into one place or another. Google, for example, has many ad tech products across the buy and sell sides.
Go further: For more information on how programmatic advertising works and our most recent ad spending forecast, read our Programmatic Advertising Explainer report.