Programmatic Product Placement is a potential development of the Product Placement industry in the near-future. Programmatic is the use of algorithms, sometimes referred to as Cookies to display specific types of ads when the platform knows that certain types of people are likely to be consuming specific pieces of content. Programmatic Product Placement includes the automatic digital insertion of certain brands or products (where possible) based on the viewers interests, location, purchasing/browsing history etc. This has certain benefits for the brands as it (for example) eliminates any out of date packaging appearing on screen and ensures the products are being advertised to a meaningful audience. The technology that exists currently only allows relatively basic placements to be digitally swapped for alternative brands e.g. a clear shot of a car driving down a street, or a poster in the background and therefore ‘physical’ Prop or Product placement is still the main method in the industry. Even when digitally inserted in to the scene, the brand(s) on screen will still be considered ‘placed’ and therefore fall under the same guidelines and rules as ‘physical’ Product Placement.