What is a key benefit of using programmatic advertising?

Utilizing programmatic advertising significantly enhances the efficiency of the ad buying and selling process through automation. This approach leverages technology and data analytics to streamline transactions, enabling advertisers to purchase digital ad space in real-time. By automating the processes, programmatic advertising minimizes the need for manual intervention, reduces the time and costs associated with traditional advertising methods, and allows for more precise targeting based on user data. This results in better optimization of campaign performance, more effective ad placements, and a higher return on investment for advertisers.

The other choices do not accurately reflect the characteristics of programmatic advertising. Manual targeting contradicts the automation aspect, focusing solely on mobile strategies limits the broader application of programmatic across various formats and platforms, and relying on a content calendar suggests a static strategy rather than the dynamic and real-time nature of programmatic purchasing.