As the adtech industry continues to expand and the volume of ads sold and served grows exponentially, the only way to manage the business is through programmatic advertising. This approach utilizes data insights and algorithms to automatically serve ads to the right user, at the right time, on the right platform, and at the right price. The speed and scale of online advertising means that adtech companies need to collect, analyze, and act upon immense datasets instantaneously, 24 hours a day.