Today, any business that wants to promote a product or service cannot do without digital marketing and dedicating part of its resources to online advertising. Among the various options available to companies, one of the most interesting is programmatic advertising .
What is programmatic advertising and what are its advantages?
Since the first advertising banner was published in October 1994, much progress has been made. Today, technology offers increasingly precise tools to make advertising activities more efficient for companies. Among these, programmatic advertising stands out, which is exactly halfway between automation, real-time bidding , systems for purchasing advertising space through auctions and advanced segmentation.
Generally speaking, the definition of programmatic advertising can include all the systems, rules and algorithms used to automate and optimize the purchase of advertising space and the subsequent delivery to specific audience segments identified through careful segmentation work. However, the real revolution of programmatic advertising is sweden whatsapp data the possibility it offers to read and interpret data in order to define the best marketing and online visibility strategy for the typical client.
Programmatic advertising is therefore a crucial element in digital marketing because it allows you to reach the right audience, at the right time, with highly targeted, cost-efficient and measurable ads. This allows companies to get better results from their advertising campaigns , increase brand awareness and generate a positive impact on sales and overall results.
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How does programmatic advertising work?
Technology is at the heart of a campaign of this type and to understand how programmatic advertising works , the purchasing process must be divided into:
DMPs ( Data Management Platforms ) are platforms that collect and organize data relevant to advertisers and publishers in order to optimize the buying and selling of advertising units. The DMP is like a large silo where all data is collected - emails, insights , data from CRMs, so-called first-party data - and third-party data available on the market, including content information and other user data collected by advertising dealers and publishers;
DSPs ( Demand-Side Platforms ): platforms used by companies or media centres that wish to buy advertising space programmatically. The DSP can also be imagined as a large container where all the details of the auctions through which the impressions will be acquired, the timing of the campaign and all the insights about the target audience are collected . The campaign will be executed under these budgets;
SSP ( Sell-Side Platform ): platform used by publishers to sell advertising units. Essentially, it is a real marketplace where the sales criteria, the type of auction and the number of advertisers to be selected are defined.
All three platforms operate continuously and in real time . This is why programmatic advertising is also called Real Time Buying . The purchase of advertising units is carried out through these platforms and, therefore, through the meeting between publishers - who sell the impressions present in their inventory - and advertisers - who are looking for spaces to transmit the right message to their audience. The purchasing process is automated, with significant consequences in terms of efficiency and immediacy, and, above all, it is guided by data.