Abstract:

The Internet has begun to become the most important strategies that use in marketing communications, as the digital marketing and online advertising are preferred by billions of people, for communication, intensely. Programmatic advertising is an up-to-date marketing technique applied by processing big data with graphic technologies that continue to develop on the internet as a reflection of developments in business information systems, artificial intelligence and data mining. Basically, the data provided by publishers and advertisers is a technology that allows the parties to automatically, faster and much more effectively sell online advertising purchases by gathering data on digital trading platforms. The technology that brings new dimensions to traditional advertising allows the processing of real-time data to create instant advertising offers according to real-time consumer interest at the moment of purchasing or advertising click. Therefore, the primary purpose of this study is to provide a theoretical contribution to the writing in the early stages by providing a conceptual explanation of this technique that contributes to and consumers' online experiences. For this purpose, in this study, he has studied the definition, term, function and basic concepts of programmatic advertising from a functional and theoretical point of view. In this study, programmatic advertising is evaluated by addressing advertisers, publishers and consumers. In addition, the programming advertising process, the ecosystem, and the scan of the relevant text, which is still in the initial phase, are attempted to take a step towards the implementation and work levels for the future.

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