PROGRAMME ACTIVITY

Accelerate your business with these expert tips on "Programmatic Advertising". Analyse and discover this TIP!

It is a type of online advertising that has emerged from new technologies, media and digital platforms. It consists of the opposite of how it has been done up to now, the advertiser buys audiences and not spaces. It is a type of advertising that relies on Big Data to segment the audience and offer advertising to the right people.

Today's consumer habits and ways of consuming are evolving and changing. Contrary to what has been done in the past, personalised campaigns are created for each person, instead of a single ad for the whole audience.

Big Data in programmatic advertising

Big Data is the key factor in these programmatic advertising buying processes.. This allows us to get to know the users better, their characteristics, interests... All this information allows us to fine-tune the segmentation criteria to reach the target audience with greater precision.

Advantages of programmatic advertising:

• Connect with the right audience at the right time.
• Transmit a message tailored to the needs and wishes of the consumer in real time.
• Increase conversion to sales. Although during the purchase process there are numerous metrics to analyse (number of clicks, views, sales...).

The essence of programmatic buying is based on the possibility of acquiring targeted audiences.

Different actors are involved in the process of buying and selling programmatic advertising:

• Ad Exchanges are the platforms that act as intermediaries between media buyers (demand aggregators) with space sellers (supply aggregators) and where the digital auctions.
• Demand Side Platforms are the providers of the technology with which price optimisation can be achieved through large amounts of user data (Big Data).
• Data Partners are the ones who provide this data.
• Trading Desk are those who work for the advertiser in the auctions.
• Sell Side Platforms maximise, for the media, their advertising space.

EXAMPLES OF PROGRAMMATIC ADVERTISING:

• WHEN YOU DO A GOOGLE SEARCH:

And you see how your words coincide with the first links that appear and these are indicated as "advertisements", it is not a coincidence. The company has paid to appear in the first positions of those searches. In other words, it is paying for its ad to appear only to people interested in that topic.

• PROGRAMMATIC TELEVISION:

The birth of a new television adapted to the tastes and interests of each user and which can be consumed whenever they choose (Smart TV), is an opportunity to implement programmatic advertising on TV. In other words, ads will be shown when they are watching TV according to their tastes and needs, just like on the web, but this time with a TV format and support.