In a nutshell, when a viewer lands on a website that uses programmatic advertising, it starts the automated bidding to serve an ad to this particular viewer. As your marketing agency, we use our DSP (demand side platform) to bid on the ad space. The seller of the ad space in the SSP (supply side platform) then analyses the user’s cookies to determine their interests, geography, demographics, and more, while automatically communicating that to our DSP. Because campaigns are created within your budget and targeting parameters, our DSP automatically bids on those ad placements in real time. Once the winning bid is chosen, the SSP displays your ad to the viewer on the website – all of this happening while a website page is being loaded.