This document discusses how programmatic advertising works to connect businesses with their ideal buyers through targeted digital ads. It explains that programmatic advertising matches ads to people based on their profiles and online behaviors to identify potential buyers. This accuracy helps maximize advertising return on investment by showing ads to prospects most likely to purchase. The process occurs in milliseconds as a user visits a website, their data is passed to an ad exchange and DSP to identify a match, a bid is made, and the winning ad is displayed.