Halifax-based Charcoal Marketing has partnered with Sugar Estate Media Inc. of Toronto to establish Charcoal with a digital media trading desk, allowing its clients to access “programmatic advertising.”
Programmatic advertising automates the process of buying digital media via software, and relies on complex algorithms to deliver the correct advertisement to the correct website at the right time. Canadian advertisers will spend $2.35 billion on display ads in 2020, with $2.31 billion of that being programmatic, said Charcoal in a statement.
The trading desk will allow small and