Remember when you were a kid, staring at that big gumball machine, and all you wanted was to get your hands on a bright blue, berry-flavored gumball? Knowing you didn’t have much control over which one you got, you would insert a quarter and wait for luck to decide. Now, imagine we live in a world where you can finally ask for and receive the exact gumball flavor you want, and get it in real time. In the advertising world, this is what programmatic accomplishes. Your display ads are delivered to the right audience at the optimal place and time.