{"id":2638,"date":"2025-03-21T09:00:41","date_gmt":"2025-03-21T12:00:41","guid":{"rendered":"https:\/\/verocontents.com.br\/?p=2638"},"modified":"2025-03-17T14:40:58","modified_gmt":"2025-03-17T17:40:58","slug":"what-is-programmatic-media-and-how-to-implement-it-in-your-company","status":"publish","type":"post","link":"https:\/\/verocontents.com.br\/en\/blog\/what-is-programmatic-media-and-how-to-implement-it-in-your-company\/","title":{"rendered":"What is programmatic media and how to implement it in your company"},"content":{"rendered":"<p>Those who got used to buying media online in the old ways were surprised when they discovered <strong>programmatic media.<\/strong> After all, in the past, to advertise on the internet, it was necessary to buy manually, which was very time-consuming.<\/p>\n<p>So, if you wanted to place banners on several portals, for example, you would have to consult each one and make the purchase separately.<\/p>\n<p>A <strong>programmatic media<\/strong> emerged precisely to solve this problem, not only at the time of purchase, but also in the management of information and investments.<\/p>\n<p>In this post we will talk more about what it is <strong>programmatic media<\/strong> and how to implement this very important tool.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-black ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Index<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-programmatic-media-and-how-to-implement-it-in-your-company\/#O_que_e_midia_programatica\" >What is programmatic media?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-programmatic-media-and-how-to-implement-it-in-your-company\/#Como_funciona_na_pratica\" >How it works in practice<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-programmatic-media-and-how-to-implement-it-in-your-company\/#DSP_%E2%80%93_Demand_Side_Plataform\" >DSP \u2013 Demand Side Platform<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-programmatic-media-and-how-to-implement-it-in-your-company\/#DMP_%E2%80%93_Data_Management_Platform\" >DMP \u2013 Data Management Platform<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-programmatic-media-and-how-to-implement-it-in-your-company\/#SSP_%E2%80%93_Supply_Side_PlatformSell_Side_Platform\" >SSP \u2013 Supply Side Platform\/Sell Side Platform<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-programmatic-media-and-how-to-implement-it-in-your-company\/#Ad_Exchange\" >Ad Exchange<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-programmatic-media-and-how-to-implement-it-in-your-company\/#Leilao_em_Tempo_Real_RTB_%E2%80%93_Real-Time_Bidding\" >Real-Time Bidding (RTB)<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-programmatic-media-and-how-to-implement-it-in-your-company\/#Principais_formatos_e_canais_de_midia_programatica\" >Main programmatic media formats and channels<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-programmatic-media-and-how-to-implement-it-in-your-company\/#Display_Ads\" >Display Ads<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-programmatic-media-and-how-to-implement-it-in-your-company\/#Video_Programatico\" >Programmatic Video<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-programmatic-media-and-how-to-implement-it-in-your-company\/#Native_Ads\" >Native Ads<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-programmatic-media-and-how-to-implement-it-in-your-company\/#Audio_Programatico\" >Programmatic Audio<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-programmatic-media-and-how-to-implement-it-in-your-company\/#Programmatic_DOOH_Digital_Out-of-Home\" >Programmatic DOOH (Digital Out-of-Home)<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-programmatic-media-and-how-to-implement-it-in-your-company\/#Principais_vantagens_da_midia_programatica\" >Main advantages of programmatic media<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-programmatic-media-and-how-to-implement-it-in-your-company\/#Facilidade_e_relevancia\" >Ease and relevance<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-programmatic-media-and-how-to-implement-it-in-your-company\/#Segmentacao_e_resultado\" >Segmentation and result<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-programmatic-media-and-how-to-implement-it-in-your-company\/#Monitoramento_e_aprendizado\" >Monitoring and learning<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-programmatic-media-and-how-to-implement-it-in-your-company\/#Como_implementar_a_midia_programatica\" >How to implement programmatic media<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-programmatic-media-and-how-to-implement-it-in-your-company\/#Fique_de_olho\" >Keep an eye out<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-programmatic-media-and-how-to-implement-it-in-your-company\/#Conclusao\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"O_que_e_midia_programatica\"><\/span>What is programmatic media?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A <strong>programmatic media<\/strong> 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.<\/p>\n<p>A <strong>programmatic media<\/strong> It is, therefore, a way to seek more efficiency and precision, focusing on the quality of delivery.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Como_funciona_na_pratica\"><\/span>How it works in practice<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The payment method in <strong>programmatic media<\/strong> is different. In this way, it is carried out through auctions, and the purchase and sale is done through platforms, where the <em>publisher<\/em>\u00a0insert your inventory (space available for sale).<\/p>\n<p>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 <strong>programmatic media<\/strong>:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"DSP_%E2%80%93_Demand_Side_Plataform\"><\/span>DSP \u2013 Demand Side Platform<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>DSP are the platforms used for media buying. Through them, the advertiser can make purchases in real time.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"DMP_%E2%80%93_Data_Management_Platform\"><\/span>DMP \u2013 Data Management Platform<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>DMP are the <a href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-a-dmp-and-how-does-it-work\/\">monitoring platforms<\/a> of users. Through cookies, DMPs are responsible for delivering content according to the segmentation determined by the client.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"SSP_%E2%80%93_Supply_Side_PlatformSell_Side_Platform\"><\/span>SSP \u2013 Supply Side Platform\/Sell Side Platform<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>SSPs are platforms used by website and app publishers to make their advertising space available and maximize their monetization.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Ad_Exchange\"><\/span>Ad Exchange<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Ad Exchanges bring together inventories made available by\u00a0<em>publishers<\/em>\u00a0interested 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.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Leilao_em_Tempo_Real_RTB_%E2%80%93_Real-Time_Bidding\"><\/span>Real-Time Bidding (RTB)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>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.<\/p>\n<p>The acquisition of <strong>programmatic media<\/strong> 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) .<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Principais_formatos_e_canais_de_midia_programatica\"><\/span>Main programmatic media formats and channels<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>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.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Display_Ads\"><\/span>Display Ads<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Traditional banners displayed on websites and blogs are one of the most common formats of programmatic media.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Video_Programatico\"><\/span>Programmatic Video<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Videos displayed before or during content on YouTube and other platforms, ensuring greater engagement.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Native_Ads\"><\/span>Native Ads<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Native Ads are ads integrated into the content of pages, making the advertising experience more natural and less intrusive.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Audio_Programatico\"><\/span>Programmatic Audio<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Inserting ads on audio streaming platforms such as Spotify and Deezer.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Programmatic_DOOH_Digital_Out-of-Home\"><\/span>Programmatic DOOH (Digital Out-of-Home)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Ads displayed on digital screens in public places, such as shopping malls and subways, with advanced targeting.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Principais_vantagens_da_midia_programatica\"><\/span>Main advantages of programmatic media<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"Facilidade_e_relevancia\"><\/span>Ease and relevance<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A <strong>programmatic media<\/strong> 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.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Segmentacao_e_resultado\"><\/span>Segmentation and result<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>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 <strong>programmatic media<\/strong> it becomes a much more efficient tool.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Monitoramento_e_aprendizado\"><\/span>Monitoring and learning<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The biggest <a href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-web-analytics-and-why-is-it-important-2\/\">data accuracy<\/a>, 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.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Como_implementar_a_midia_programatica\"><\/span>How to implement programmatic media<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>To implement the <strong>programmatic media<\/strong> In your company, it is necessary to understand how it works and its strategies, plan your campaigns and choose a partner to manage it.<\/p>\n<p>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\u00a0<a href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-big-data-and-how-to-apply-it-to-your-company\/\">big data<\/a>, which allows us to segment information.<\/p>\n<p>Within the DSP, the campaign manager will create the necessary strategies, which include:<\/p>\n<ul>\n<li>Content strategy: related bids when a page has content related to the advertiser&#039;s category;<\/li>\n<li><em>Third Party Data<\/em>: campaigns segmented by demographic information, interests and purchase intention;<\/li>\n<li>Retargeting: remarketing strategies allow you to capture users who left a shopping cart, for example;<\/li>\n<li>Whitelists: configuration of a list of websites, with the aim of segmenting the campaign;<\/li>\n<li><em>Data Onboarding<\/em>: You can upload a list of contacts, finding them online and segmenting your campaigns.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Fique_de_olho\"><\/span><strong>Keep an eye out<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p data-start=\"6799\" data-end=\"6874\">Despite the ease of use and all the automation involved in programmatic media, it is essential to keep an eye on some points.<\/p>\n<p><strong data-start=\"6880\" data-end=\"6917\">We have for example, the fact that<\/strong> digital advertising suffers from fraud, making the use of verification tools essential. In addition, with growing concerns about privacy, new forms of targeting without <a href=\"https:\/\/verocontents.com.br\/en\/blog\/the-end-of-cookies-and-the-future-of-data-2\/\">Cookies<\/a> are emerging.<\/p>\n<p>Another important point is the presence of <a href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-artificial-intelligence-and-how-is-it-transforming-the-world\/\">artificial intelligence<\/a>. 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.<\/p>\n<p>Another important point is that programmatic media continues to expand to connected TVs, games and new platforms, getting closer to users.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Conclusao\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>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.<\/p>\n<p>Planning is directly linked to\u00a0<a href=\"https:\/\/verocontents.com.br\/en\/blog\/strategic-planning\/\">choice of partner<\/a>. 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. <strong>programmatic media.<\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>Those who were used to buying online media in the old-fashioned way were surprised when they discovered programmatic media. After all, in the past, to advertise on the internet, you had to buy manually, which was very time-consuming. So, if you wanted to place banners on several<\/p>","protected":false},"author":1,"featured_media":2639,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[338],"tags":[12,145,53,37],"class_list":["post-2638","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-midia-paga","tag-marketing-digital","tag-midia-programatica","tag-planejamento-estrategico","tag-web-analytics"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.9 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>O que \u00e9 m\u00eddia program\u00e1tica e como implementar - Vero Contents<\/title>\n<meta name=\"description\" content=\"Quem se acostumou a comprar m\u00eddia online nos moldes antigos se surpreendeu quando conheceu a m\u00eddia program\u00e1tica. 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