What is programmatic advertising?
Feb. 4, 2019, 1:22 p.m.
Programmatic advertising is a way to target exactly which audience you want to show your ad, which can cover segments of Internet users located in certain geographic areas of the country, according to all parameters of demography (such as age, gender, social status). You can decide which publishers should show your ads. Thus, you only pay for high-performance advertisements delivered to the right people at the right time, and this is very different from the traditional purchase of advertising.
Software media buying, marketing, and advertising are algorithmic buying and selling advertising space in real time. During the implementation of this process, software is used to automate the purchase, as well as placing and optimizing media inventory through a bidding system. Automating the process means that it can be done in real time and not rely on human contact, “manual” intervention and “manual” trading. A software-based media purchase allows an advertiser/brand to tailor a specific message and creative to the right person at the right time in the right context - using the idea of this brand to the audience (customers) that he wants to aim at.
This methodology should provide much more accurate and personalized messaging and the right choice of media, which leads to more effective targeted advertising campaigns and less dispersion of digital advertising, less oriented (focused) and based on the total.
Programmatic advertising is about cost effectiveness. Buyers of manual advertising buy digital advertising spaces (inventory) for their customers, so human intervention is used. Programmatic makes the purchase, placement, and optimization of the process more efficient, as computers and algorithms do, eliminating some of the human-dependent areas of work with different requests, orders for placement and, most likely, it should reduce the time for advertising to enter the market.