Programmatic advertising has established itself as an essential tool in digital marketing, thanks to its ability to combine precision and automation.
Programmatic advertising
Photo by Jessica Lewis
What makes programmatic advertising different from traditional display marketing? Why is it considered the future of media buying? In this article we will explain its features, benefits and how it can transform your advertising campaigns.
What is programmatic advertising?
Programmatic advertising uses automated technology and germany telegram data algorithmic tools to buy and sell advertising space. Unlike traditional methods, this approach eliminates manual negotiations, allowing ads to be purchased and placed in real-time with astonishing accuracy.
It works by analysing multiple user signals, such as interests, behaviours, demographics and time of day, ensuring that ads reach the right audience, at the right time and in the right place. This level of automation allows for optimising advertising resources, leaving behind mass-reach and unspecific strategies.
Programmatic advertising vs traditional display ads
It is common to confuse programmatic advertising with display ads, but there are fundamental differences:
Process vs. Format:
Programmatic advertising: Refers to the automated process of purchasing advertising media.
Display ads: These are the format in which ads appear, such as banners, videos or interactive elements.
Platforms:
Display ads are typically managed within specific networks such as the Google Display Network.
Programmatic advertising uses advanced platforms such as demand-side platforms (DSPs) and supply-side platforms (SSPs), as well as ad exchanges that connect buyers and sellers of advertising space.
Programmatic advertising platforms
Programmatic platforms have evolved, incorporating advanced algorithms, artificial intelligence, and machine learning to improve their accuracy. The three main types are:
Sell-side platforms (SSPs): These allow publishers to manage their advertising inventory, set minimum prices, and select which ads to display.
Demand-side platforms (DSPs): These offer advertisers the ability to purchase advertising space on a variety of platforms.
Ad Exchanges: Act as middlemen, where SSPs and DSPs negotiate advertising placements.