The Programmatic Primer: An overview of the online advertising ecosystem

In this collection of articles the various elements of the online advertising ecosystem are explained.

The Programmatic Primer: An overview of the online advertising ecosystem

This article is part of The Programmatic Primer, Warc's essential guide for advertisers to the latest online advertising techniques. The report includes detailed advice on how to work with companies in the online advertising ecosystem, plus use cases of programmatic in action. View a .

Not only is speed a challenge, but raw capacity. People give Google credit for enormous computing power, but collectively, the online advertising ecosystem is much bigger. Google handled 4 billion searches per day in 2012, but the display ecosystem traffics and decisions billion ads a day.