And with programmatic automation of tedious ad buying tasks like manual bidding, tax negotiations, etc., businesses will have more time for the sales and marketing team to plan other aspects of the campaign and implement new strategies. Publishers are also relieved of the task of bidding in real-time for their ads. All in all, this makes the work of buyers and sellers more cost and time efficient. ABILITY TO ELIMINATE AD FRAUD Many people believe that automating this process will lead to a sharp increase in ad fraud. But ad fraud has been around for a long time, and automating the process won't make much difference. Additionally, machine learning technologies can be taught (with insights from marketers) to identify these frauds and automatically avoid them. BIG DATA With the introduction of Big Data, the potential of programmatic has proliferated beyond normal. User data is collected continuously and the automation process uses this data to optimize advertisements as much as possible. This improves the value and performance of advertising and the advertising market.