What exactly is programmatic marketing?

Mostly it means programmatic advertising: buying display and video ad space automatically, through software, instead of doing deals with each website. You set the audience and budget, and an auction happens in the fraction of a second while the page loads. What it's for is reach across thousands of sites at once. Where people get burned is placements. Without exclusions your ads end up on junk sites and apps, so check the placement report early.