What is programmatic media and how to implement it in your company

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Those who got used to buying media online in the old ways were surprised when they discovered programmatic media. After all, in the past, to advertise on the internet, it was necessary to buy manually, which was very time-consuming.

So, if you wanted to place banners on several portals, for example, you would have to consult each one and make the purchase separately.

A programmatic media emerged precisely to solve this problem, not only at the time of purchase, but also in the management of information and investments.

In this post we will talk more about what it is programmatic media and how to implement this very important tool.

What is programmatic media?

A programmatic media is the process of purchasing media through platforms, without the need for intermediation from each advertiser. In this way, by using these platforms, you have at your disposal advanced tools that help in optimizing campaigns and, therefore, improving results.

A programmatic media It is, therefore, a way to seek more efficiency and precision, focusing on the quality of delivery.

How it works in practice

The payment method in programmatic media is different. In this way, it is carried out through auctions, and the purchase and sale is done through platforms, where the publisher insert your inventory (space available for sale).

Thus, the client makes the consultation and closing on the platform, automating processes and optimizing their resources. To better understand, it is important to be aware of the acronyms used in programmatic media:

DSP – Demand Side Platform

DSP are the platforms used for media buying. Through them, the advertiser can make purchases in real time.

DMP – Data Management Platform

DMP are the monitoring platforms of users. Through cookies, DMPs are responsible for delivering content according to the segmentation determined by the client.

SSP – Supply Side Platform/Sell Side Platform

SSPs are platforms used by website and app publishers to make their advertising space available and maximize their monetization.

Ad Exchange

Ad Exchanges bring together inventories made available by publishers interested in selling their advertising space. As a kind of marketplace, Ad Exchanges are a type of advertising exchange, where auctions take place in real time.

Real-Time Bidding (RTB)

This is the mechanism that enables real-time ad purchasing, ensuring that ad space is sold to advertisers offering the best combination of price and relevance.

The acquisition of programmatic media can be done using different formats, such as CPV (Cost Per View), CPC (Cost Per Click), CPM (Cost Per Thousand Impressions), CPL (Cost Per Lead), CPA (Cost Per Acquisition) and CPD (Cost Per Download) .

Main programmatic media formats and channels

Programmatic media is not limited to just banners on websites. It has evolved into a variety of formats and channels, expanding the possibilities for advertisers.

Display Ads

Traditional banners displayed on websites and blogs are one of the most common formats of programmatic media.

Programmatic Video

Videos displayed before or during content on YouTube and other platforms, ensuring greater engagement.

Native Ads

Native Ads are ads integrated into the content of pages, making the advertising experience more natural and less intrusive.

Programmatic Audio

Inserting ads on audio streaming platforms such as Spotify and Deezer.

Programmatic DOOH (Digital Out-of-Home)

Ads displayed on digital screens in public places, such as shopping malls and subways, with advanced targeting.

Main advantages of programmatic media

Ease and relevance

A programmatic media It immediately brought ease in purchasing spaces, but also relevance, since what is mainly purchased is audience. This way, the time of marketing teams is optimized, with the creation of more assertive campaigns.

Segmentation and result

A major differentiator is segmentation, which allows you to create different ads for each target audience, using more personalized campaigns. This increases the return on investment (ROI), as programmatic media it becomes a much more efficient tool.

Monitoring and learning

The biggest data accuracy, with information on views, clicks and lead volumes, also allows for greater precision in measurement. Thus, it allows for greater flexibility in adjustments, greater redirection in actions and also better results.

How to implement programmatic media

To implement the programmatic media In your company, it is necessary to understand how it works and its strategies, plan your campaigns and choose a partner to manage it.

As explained above, the client will use a DSP and a DMP, being able to extract the necessary information to create their strategies. Here, we have the analysis of big data, which allows us to segment information.

Within the DSP, the campaign manager will create the necessary strategies, which include:

• Content strategy: related bids when a page has content related to the advertiser's category;
• Third Party Data: campaigns segmented by demographic information, interests and purchase intention;
• Retargeting: remarketing strategies allow you to capture users who left a shopping cart, for example;
• Whitelists: configuration of a list of websites, with the aim of segmenting the campaign;
• Data Onboarding: You can upload a list of contacts, finding them online and segmenting your campaigns.

Keep an eye out

Despite the ease of use and all the automation involved in programmatic media, it is essential to keep an eye on some points.

We have for example, the fact that digital advertising suffers from fraud, making the use of verification tools essential. In addition, with growing concerns about privacy, new forms of targeting without Cookies are emerging.

Another important point is the presence of artificial intelligence. On the one hand, it is improving targeting and optimizing campaigns automatically, but on the other hand, this requires greater attention and constant testing, as AI can make mistakes.

Another important point is that programmatic media continues to expand to connected TVs, games and new platforms, getting closer to users.

Conclusion

Programmatic advertising has revolutionized digital advertising, offering precise targeting, efficiency, and personalization at a level never seen before. Therefore, for companies that want to grow in the digital environment, understanding and implementing this strategy is essential.

Planning is directly linked to choice of partner. He must be able to extract the best from the platforms, so that the hiring company will have the best possible results in their advertising campaigns. programmatic media.