Programmatic advertising makes the sale and purchase of ad-space on the publisher’s website an instantaneous process. When a user that fits an advertiser’s target audience visits the publisher’s website, an ad-request is created on an inventory of ad exchanges. These ad exchanges, such as Google Ad Exchange, App Nexus and Verizon Media, then launch an auction to interested advertisers. The ad exchange will determine the value of a prospective ad by analyzing how far the user matches their target audience. From this, the ad exchange determines a bidding price, and the highest bidder wins.