And with programming that automates tedious ad buying tasks like manual RFPs, tax negotiations, etc., businesses will have more time for the sales and marketing team to plan other aspects of the campaign and implement new strategies. Publishers are also relieved of the burden of real-time bidding for their ads. Overall, it is making the jobs of buyers and sellers more cost- and time-efficient. ABILITY TO ELIMINATE AD FRAUD Many people think that automating this process will result in a large increase in ad fraud. But ad fraud has been around for a long time, and automating the process won't make much difference. Additionally, machine learning technologies (with insights from marketers) can be taught to identify these frauds and avoid them automatically. BIG DATA With the introduction of Big Data, the potential of Programmatic has proliferated beyond normal. User data is continuously collected and the automation process uses this data to optimize ads as much as possible. This increases the value and performance of the ad and the advertising market