Programmatic advertising refers to an automated process for acquiring advertising space in print newspapers. Unlike a simple collaboration between media outlets and agencies, programmatic buying in print media involves a specialized platform that aggregates advertising offers from various newspapers and proposes ad space based on criteria defined by the advertiser or agency. Purchase methods can vary, including fixed rates, pre-negotiated terms, a discussion forum, or, more rarely, auctions.

These platforms can also manage the distribution of advertising visuals and offer additional features. For example, some programmatic buying platforms present themselves as multichannel solutions, even if their primary focus remains print media. Other platforms specializing in print media offer specific advertising opportunities, such as inserts, supplements, and so on.