What is programmatic advertising and why is it becoming increasingly important?
Posted: Wed Dec 04, 2024 5:15 am
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The pandemic has caused a 360º turn in the digital marketing sector; it has made many businesses rethink their marketing strategy to face the new reality in which one of the most significant changes has been the way of consuming products, information, services... From one day to the next, the digital world has become the only point of contact with the outside world for many people, and the refuge for many businesses to continue their activity.
The direction of companies towards digital is taking on great importance: online commerce , digital strategies... Consumers have discovered the convenience of accessing all the information and buying anything online and they are not going to give it up.
This is where programmatic advertising comes in , which is becoming increasingly important among marketing managers and their digital media plans, who see a unique opportunity for growth and achieving their objectives.
What is programmatic advertising?
This is a type of advertising based on Big Data ; it uses large amounts of data to offer and show advertising to very specific people (who belong to a very specific target).
The programmatic advertising system is based on algorithms that create relationships in the free spaces in different online media with advertisers' data regarding the target they are looking for.
In other words, it is a very effective type of advertising that australia business email list allows connecting the right consumer with the product at the right time and in the right place… a “supermatch” between the brand and the consumer.
Programmatic advertising seeks to establish a native advertising strategy, carry out good advertising planning in social ads or create experts in the Google Ads display network.
The main advantage of programmatic advertising is that, through technology, the purchase of advertising spaces is automated, choosing the best ones for the purpose and product involved.
Types of programmatic advertising
Direct programmatic : This is based on the direct contracting of advertising through software with a single medium or support. You directly choose where you want to appear and which audience you want to target.
RTB (Real Time Bilding): you only reach users who meet certain characteristics that you have previously defined. You bid for advertising spaces in real time and limit the impressions of the ads to the users who are most interested in you or who are most likely to click on them.
How programmatic advertising collects information
Cookies play a very important role in this regard.
They collect a lot of information from users (demographic data, interests, behavior, etc.) that we will then use in our ads to segment them and define our target audience accurately and effectively.
The pandemic has caused a 360º turn in the digital marketing sector; it has made many businesses rethink their marketing strategy to face the new reality in which one of the most significant changes has been the way of consuming products, information, services... From one day to the next, the digital world has become the only point of contact with the outside world for many people, and the refuge for many businesses to continue their activity.
The direction of companies towards digital is taking on great importance: online commerce , digital strategies... Consumers have discovered the convenience of accessing all the information and buying anything online and they are not going to give it up.
This is where programmatic advertising comes in , which is becoming increasingly important among marketing managers and their digital media plans, who see a unique opportunity for growth and achieving their objectives.
What is programmatic advertising?
This is a type of advertising based on Big Data ; it uses large amounts of data to offer and show advertising to very specific people (who belong to a very specific target).
The programmatic advertising system is based on algorithms that create relationships in the free spaces in different online media with advertisers' data regarding the target they are looking for.
In other words, it is a very effective type of advertising that australia business email list allows connecting the right consumer with the product at the right time and in the right place… a “supermatch” between the brand and the consumer.
Programmatic advertising seeks to establish a native advertising strategy, carry out good advertising planning in social ads or create experts in the Google Ads display network.
The main advantage of programmatic advertising is that, through technology, the purchase of advertising spaces is automated, choosing the best ones for the purpose and product involved.
Types of programmatic advertising
Direct programmatic : This is based on the direct contracting of advertising through software with a single medium or support. You directly choose where you want to appear and which audience you want to target.
RTB (Real Time Bilding): you only reach users who meet certain characteristics that you have previously defined. You bid for advertising spaces in real time and limit the impressions of the ads to the users who are most interested in you or who are most likely to click on them.
How programmatic advertising collects information
Cookies play a very important role in this regard.
They collect a lot of information from users (demographic data, interests, behavior, etc.) that we will then use in our ads to segment them and define our target audience accurately and effectively.