Programmatic advertising buying is a model for purchasing specific audiences based on the automated purchase of spaces according to behavioral and retargeting strategies .
If traditional media buying involves an analysis of the identity, audience or unique visits of the different media in which the advertising will be placed, programmatic buying involves the purchase not so much of media as of audiences .
In addition, programmatic advertising purchases will allow audience segmentation to be based not only on the usual factors such as sex or age, but on any other factor that the advertiser decides to define, so that audiences can be segmented according to the most recent visits to websites or the most recent digital purchases made, for example.
Stages of programmatic advertising buying
Therefore, one of the keys to increasing the effectiveness of programmatic buying is to have as much information as possible about the audience you want to reach. The more intelligent data you have, the greater the chance that your ad will be matched with the customer you are looking for.
Once this information is available, the real-time bidding process, known as Real Time Bidding (RTB), is launched , which can focus on buying impressions at the lowest possible price, optimizing the campaign according to the target audience or taking advantage of the platform's ability to learn from consumer reactions to advertisements.
programmatic buying
Programmatic Advertising Infographic
As shown in the infographic above, created by Strategic America , programmatic last database buying works in a chain of steps that execute continuously: Choice – Match – Trigger – Follow-up – Repeat.
Pick : You choose the criteria for your digital ads and place them into an advertising buying program.
Match : The program searches the ad networks and automatically buys the indicators that match your choice. Each website sells its audience data so it is easy for the program to choose the sites that match your chosen indicators.
Trigger : Once a match is found, the ad is placed on the page and waits for a trigger to occur, which could be a click, mouseover, or even a page view. It all happens in less than a second for each piece of creative on each website.
Advertising purchases are done programmatically, meaning they are automatic and do not require people to authorize and negotiate the millions of transactions that occur digitally every day .
Tracking : Once an ad is launched, you receive information from the program itself that allows you to track the effectiveness of each campaign.
Repeat : This entire process is repeated thousands of times with hundreds of thousands of programs trading and buying automatically.