When answering this interview question, it's important to provide specific examples of your experience with programmatic advertising and how you have used it in media campaigns. Here's an example of a possible answer:
"Sure, I've had quite a bit of experience with programmatic advertising, particularly in the context of digital media campaigns. One project that comes to mind is a campaign I worked on for a retail client, where we leveraged programmatic ad buying to target consumers who were most likely to be interested in the products being sold.
To do this, we used a combination of first-party data from the client's website, as well as third-party data from providers like BlueKai and eXelate. We then used a demand-side platform (DSP) to buy ad inventory across a range of ad exchanges and publishers, using real-time bidding (RTB) to optimize our bids based on factors like time of day, geography, and user behavior.
Overall, this approach allowed us to be much more targeted in our advertising, and we saw a significant increase in both click-through rates and conversions compared to previous campaigns. I've also worked with programmatic advertising in other contexts, such as social media advertising and connected TV, and I'm always excited to explore new ways to use these technologies to drive better results for my clients."
In this answer, the interviewee provides a specific example of how they used programmatic advertising to achieve a specific business goal. They also demonstrate their knowledge of the tools and technologies involved in programmatic advertising, including data sources, demand-side platforms, and real-time bidding. Finally, they show that they are always looking for ways to innovate and improve their campaigns using programmatic techniques.