Programmatic Advert

The first digital banner was served in 1994 by HotWired (an online magazine) when they purchased a 3 month space on AT&T. It achieved a CTR of 40–50%, almost half the people that saw it clicked on it, because it was new and never seen before online.

Fast forward to today and we have a robust digital advertising ecosystem that is constantly evolving. Advertising impressions are bought in real-time and advertisers bid on inventory based on multiple data points to qualify the audience they are trying to interact with to maximize their return on investment from ad spend.

The emphasis has completely shifted from simply buying space for a set period of time on your chosen website to accessing a massive amount of publishers to reach your audience where they interact on the internet.