Programmatic buying is a digital advertising strategy that uses automated technology to purchase and optimize ad placements in real-time. This method allows advertisers to target specific audiences and deliver personalized ads at scale, using data and algorithms to make informed decisions about where and when to display their ads. By streamlining the buying process and eliminating manual negotiations, programmatic buying enables advertisers to reach their target audience more efficiently and effectively, resulting in higher ROI and better overall campaign performance.