What is programmatic advertising?
Programmatic advertising is a type of advertising based on Big Data, where advertisers buy audiences and not advertising spaces.
Programmatic advertising, or the real-time advertising buying and selling model, is different from traditional advertising in that it reaches exactly the audience that interests us at the time that interests us.
For example, we know that our product is aimed at 40-year-old women with children who live on the outskirts of the city and do not have a car, but are looking to buy one. Through programmatic advertising, it is possible to reach this profile of people, discarding those who do not meet the characteristics of our audience. Therefore, it also becomes a very profitable way of advertising since you only pay to reach the consumers that interest you .
How does programmatic advertising work?
Programmatic advertising uses complex algorithms that allow it to detect matches between the data provided by brands about their target audience and advertising spaces in different media at a specific time. In other words, it is a semi-automatic system where advertising spaces are purchased through bidding.
Programmatic advertising is possible thanks, without a doubt, to great list of telegram users in france technological advances, to Big Data , which allows us to know people better, and to the desire of brands to find an effective way to communicate with their audiences.
However, to understand how programmatic advertising works, it is important to be familiar with the following terms.
Trading Desk : a team of people who develop their own technology to buy programmatic advertising on various platforms known as DSPs.
DSPs : Demand Side Platforms (DPS) work with an internal algorithm that finds the cheapest impressions for the advertiser's banners every second.
Ad Server : This is an ad server that allows you to broadcast or serve a set of ads within the advertising spaces of different websites.
Ad Exchange : This is the meeting point between digital supply and demand. It collects advertising spaces from SSPs and generates auctions that are sent to DSPs that are responsible for automatically purchasing these spaces.
SSP : Sell Side Platforms (SSP) are platforms that automate the commercial management of thousands of digital media.
