What is programmatic advertising?
Programmatic advertising is a type of online advertising based on Big Data , where advertisers buy audiences and not spaces as in traditional advertising, with the aim of properly segmenting the audience and benin phone number library their ads to people who are interested in them. Therefore, programmatic advertising allows advertisers to connect with their target audience at the most suitable time and place.
[tweet]One of the advantages of programmatic advertising is the customization of ads [/tweet], since you can design different versions for a product, depending on the audience profile and the context in which it is located.
This system uses algorithms that determine the matches between the spaces available in different digital media and the profile of the audience that advertisers are looking for.
For example, a mobile phone brand might be interested in reaching out to a 35-year-old woman from Valencia who is interested in new technologies by showing her the launch of its latest mobile device.
Programmatic buying is done in real time through digital bidding on specialized platforms that offer impressions to make the ad as effective as possible, thereby optimizing expenses and resources in an efficient manner.
This process takes place in just a few seconds . When a user loads a website that has advertising spaces, information about that user is immediately collected in order to show them an advertisement that matches their purchasing interests in one of those available spaces. In order to reach this user, the advertiser must have previously participated in an auction and become the highest bidder.
Elements involved in programmatic purchasing
There are several elements involved in the programmatic buying process that you should be aware of:
Ad Exchanges or Marketplaces: These are platforms that act as intermediaries between media buyers and space sellers, and are where digital auctions are held in real time.
Ad Server: is a software that allows you to broadcast or serve a set of advertisements within the advertising spaces of different websites.
Demand Side Platforms (DSPs): These are the technology providers. They work with an internal algorithm that is responsible for finding the cheapest impressions for the advertiser's banners every second, within the same platform where all the available inventory from various intermediaries is found.
Data Partners: are those who provide the data.
Trading Desk: These are teams of people who work for the advertiser in the auctions.
