Ever heard the phrase ‘programmatic buying’? It’s a fast-growing part of the buying and selling of online media. In a nutshell it means that machines beat people in their ability to analyze huge amounts of data. The amount of data required to make optimal targeting decisions in the noisy display environment is incredibly large. At the same time, the volume of impressions has exploded. At this level, using human beings and spreadsheets to process the information and make optimization decisions is not realistic. Machine learning techniques are now available to process this data much faster and deliver better bottom line results. At PILGRIM, we utilize in-house ad serving technology and partner with best-in-class display vendors to ensure all online schedules are programmatically optimized to deliver the best possible performance.