Programmatic advertising can be complex in the beginning because of all the different components that play into it — such as header bidding, ad exchanges, demand partners, auctions, ad ops, and revenue strategies. Knowledge about such processes will be useful for publishing firms, advertisers, media companies, and digital advertising organizations working within the field.

Below are the guidelines that provide insight into some of the key concepts of programmatic advertising like header bidding, advertising technologies, auctions, demand competition, and programmatic advertising optimization.