# Programmatic advertising: what it is and how it works
> Programmatic advertising uses automated systems to buy, sell and manage advertising space.
URL: https://www.zorraquino.com/en/dictionary/advertising/programmatic-advertising.html

# Programmatic advertising

Programmatic advertising uses automated systems to buy, sell and manage advertising space

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It can operate through auctions or other agreements. It allows audience and context criteria to be applied, but requires quality control, transparency and measurement. Automation does not remove the risks of fraud, unsuitable placements or poor-quality data.

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Variants and linked concepts

- **RTB.** RTB is the purchase of impressions through real-time auctions. It is one programmatic method, not a synonym for all programmatic advertising.

## Related concepts

- [Native advertising](https://www.zorraquino.com/en/dictionary/advertising/native-advertising.html)
- [Paid media](https://www.zorraquino.com/en/dictionary/advertising/paid-media.html)
- [Remarketing](https://www.zorraquino.com/en/dictionary/digital-marketing/remarketing.html)