What has programmatic advertising historically been used for?

Programmatic advertising has historically been utilized primarily for purchasing unsold or remnant inventory. This approach allows advertisers to access ad space that has not been filled directly by publishers, often at a lower cost. By leveraging automated systems and data-driven algorithms, programmatic advertising enables the efficient buying of these less desirable ad spaces, which might include low-traffic websites or ad spots available at the last minute. This functionality was crucial in helping advertisers maximize their media spend and ensuring that their ads reach audiences, even in spaces where they might not have previously been targeted with direct buys.

While programmatic advertising has evolved to encompass various strategies, including targeting specific demographics and promoting new products, its historical origin primarily involved the automation of inventory that was otherwise going unsold. This initial use case set the stage for the advancement and adoption of programmatic technology across various inventory types, leading to a more robust and versatile advertising ecosystem.