Programmatic architecture allows advertisers to deliver a personalized ad with the help of DMPs, or, Data Management Platforms, that store a user's information such as age, demographics, and location.

• Programmatic advertising is the automated buying and selling of online advertising
  • This automation makes transactions efficient and more effective, streamlining the process and consolidating your digital advertising efforts in one technology platform. 
  • Targeting tactics are used to segment audiences using data so that advertisers only pay for ads delivered to the right people at the right time, and depend less on the “spray and pray” method of digital advertising

External References

https://www.iab.com/ - IAB(The Interactive Advertising Bureau) is one of the popular websites can get good information.

Technical Elements for Programmatic Advertising