Programmatic Display & RTB Display:
Programmatic refers to the use of software to automate the purchase of digital advertising. Traditionally, advertisers have used RFPs (requests for proposals), person-to-person negotiations, and manual insertion orders to buy video ads. Programmatic buying represents a new way.
Real Time Bidding (RTB) offers inventory that was not sold in a Private Market Place (PMP) deal at a discounted rate. Using RTB (with audience and/or contextual targeting) allows for lower CPMs, is much more effective for reach and volume, to test to determine which sites are effective, and for retargeting.
Prospect Modeling for Retargeting is a data focused approach to buy highly targeted display media.