A technology that uses highly specific data, algorithms and automation to enable marketers or their agencies to bid on ad inventory in millisecond auctions. During the time in which a user’s web page loads—in anywhere from 200 to 1000 milliseconds—the marketer places a bid on a particular ad impression, which is then served to the user once the page is loaded. Using data related to the user’s cookie in addition to other sources, the marketer is able to track the user and match them with available ad impressions. This allows for the delivery of the marketer’s message directly to the consumer in a live setting.