Have you ever come across an advertisement for something you were researching just seconds or
minutes before?
This technique is known as programmatic advertising and is based on the premise of offering
consumers advertisements that match their tastes and interests.
This resource has allowed almost all industries to offer their products and services directly to the
target audience and get the most out of their investments in advertising and marketing.
If this introduction caught your attention and you want to know more about programmatic
advertising, why it is a trend, its elements and how to implement it in your marketing campaigns , you
can’t miss the rest of this article!
What is programmatic advertising?
From a simple perspective, programmatic switzerland telegram data advertising is an
automated marketing tool that uses algorithms and programming codes to direct advertising offers in real time to a target audience.
It can also be defined as the execution of bids for advertising in online media through algorithms,
which take supply and demand as a reference to determine the advertising spaces that adapt to the
objectives of a campaign.
Why is programmatic advertising a trend?
Programmatic advertising, unlike traditional advertising, does not attempt to expose a product or
service to as many people as possible.
Instead, it is focused on finding potential customers network connection properties and the ideal time
to offer them the product and increase the conversion rate.
With the influence of Big Data , this tool is capable of creating advertising campaigns that are flexible
to change according to market trends. That is, they have the ability to adapt to aspects such as
location, devices, demographics and time.
What do programmatic advertising and digital marketing have to do with each other?
Programmatic advertising, being a bidding cn numbers tool for advertising on the Internet, offers the possibility of placing an advertisement at the right time and place so that your ideal clients can stumble upon it.
However, in simple terms, that’s all it does. In other words, it needs the creativity of a Digital Marketing team to take advantage of those resources!
Don’t get us wrong, programmatic advertising has multiple advantages such as:
- segment the audience through Real Time Bidding ;
- save time and money thanks to a unified system that brings together adservers, advertisers, channels and platforms;
- improve conversion rate through segmentation ;
- reach potential customers anywhere in the world you want;
- convey a message appropriate to the needs of the public, among others.
But from there, it is necessary to take advantage of tools such as remarketing, paid search engine ads and good SEO practices to attract users.
What are the elements of programmatic advertising?
Now it is time to talk about the technical basis of this tool: Real Time Bidding, which is nothing more than the process that makes this possible.
On different specialized platforms, spaces are offered to place advertisements where they are sold to the highest bidder, and different parties that make a living within this ecosystem are involved in them, such as:
Users
When someone visits a page on the advertising network, the programmatic buying process is set in motion, where their profile is studied to determine the relevance of the ads and the page impression for the advertiser.
Medium
These are blog managers who sell advertising space on their websites. Within an advertising network, they are part of the bidding and, in turn, allow other ads to be placed.
Advertiser
They are the ones who want to buy these ads to accurately expose their products and services to their target audience.
Supply Side Platform
This platform manages the entire inventory of the media. In addition, within the auction it is the one who directs the offer with the aim of achieving optimal profitability for the media.
Demand Side Platform (DSP)
This is the person who directs the demand, that is, the spokesperson for the advertisers. It is in this element that campaigns and advertising are defined based on potential customers.
Data Management Platform (DMP)
It is responsible for collecting, analyzing, organizing and reporting to all parties the evaluation of user profiles and determining whether an impression is suitable for an advertiser.
Ad Exchange
It is the online market where programmatic advertising purchases are made. The difference with an advertising network is that in the Ad Exchange you bid on an inventory of impressions while in a network it is for an indeterminate number of web pages.
If you’ve made it this far, you’re probably eager to learn how to use programmatic advertising in your business. We won’t keep you waiting any longer!
