Similar to display advertising, this type of marketing sets predefined rules for the targeting of creative treatments to a specific online audience. A person in a programmatic job will deploy a test budget with a fixed budget for placements across a set of sites targeting their audience. The specialist will use technology to optimise the types of creative in the areas that they wish to target. They will also help to set the budget and help plan how much will be needed moving forward on order to scale the campaigns. Generally people with data backgrounds and a technical knowledge do well in the role.
Programmatic advertising roles tend to pay a high salary because it attracts talented people with relevant qualifications in subjects like science, maths and analytics. Jobs change due to having the opportunity to work on larger clients and budgets. Where there are larger, more complex campaigns, training tends to be better, allowing those in the roles to develop faster.