To expand: Programmatic advertising is the notion that an ad isn't sold until it's requested. Lazy ad buying. Rather than bulk buy ads for a flat rate, each ad

To expand: Programmatic advertising is the notion that an ad isn't sold until it's requested. Lazy ad buying. Rather than bulk buy ads for a flat rate, each ad opportunity has its own individual cost. Being able to find market value for an ad opportunity has completely turned the advertising industry upside down. When a few phone calls and a dense Rolodex were previously the secret to effective use of advertising money, today ad opportunities are sold in a fairly open auction in real time. That is a big deal. Sure it has caused its own problems, such as those cited in the article, but Ad Tech has disrupted traditional advertising and made it arguably more efficient economically.