What is a primary characteristic of programmatic advertising?

Programmatic advertising is primarily characterized by its reliance on algorithms and technology to automate the buying and selling of ad space. This approach significantly streamlines the process compared to traditional advertising methods, which often involve manual negotiations and direct interactions between buyers and sellers. The use of sophisticated algorithms allows for real-time bidding and audience segmentation, enabling advertisers to target specific demographics and optimize their ad spend more effectively.

By leveraging technology, programmatic advertising can analyze vast amounts of data to make informed decisions about when, where, and to whom ads should be served. This not only increases efficiency but also enhances the effectiveness of campaigns by allowing for more precise targeting and personalized advertising experiences.

The other options do not accurately describe the nature of programmatic advertising. Manual processes are typically associated with traditional advertising methods, while the focus on general marketing strategies and offline advertising techniques do not align with the digital and data-driven essence of programmatic approaches.