"In recent years we have seen a major shift towards programmatic buying"

In recent years, we have seen a major shift towards programmatic buying. In 2020 alone, real-time bidding (RTB) accounted for more than 80% of total media purchases in the U.S. As the technology has evolved, traditional media such as radio and television, have leveraged programmatic through integrations with demand-side platforms (DSPs). And, on the other hand, as programmatic has evolved, it no longer simply refers to digital advertisements (banners) on desktop and mobile devices, but now includes cross-device display, video, audio streaming and Digital-out-of-home (DOOH) formats.