Remember when your browsing was cluttered with those annoying pop-up ads for products you would never consider buying? Gone are the days where brands were forced to buy bulk space blindly, resulting in people who would never want to buy their products/services being shown their ads.
Today, programmatic advertising ensures that digital advertisers are able to target their audience, based not just on their demographics and devices, but also their online behaviour. Today, a user is shown ads in real time even based on the weather of the city he/she lives in.
