Programmatic advertising is powered by emerging technologies provided by large global media companies and hundreds of venture-backed startups. DSPs, SSPs, DMPs, ad exchanges and ad servers are all components of the programmatic technology “stack” – and these technology platforms iterate rapidly with new features of increasing sophistication. This new, constantly changing, and complex world has the ability to make advertising more relevant, effective, and ultimately more efficient.The way we buy and sell media has changed. Programmatic buying has graduated from being an experimental technology to becoming a must-have for media buyers and sellers toolboxes.