Programmatic: how does the advertising of the future work?

Have you ever thought that the internet seems to read your mind? You are on a page, looking for information about the gyms in your neighborhood or reading the review of that movie you loved, and an advertisement for the shoes you like so much appears. It's not telepathy, it's programmatic advertising , a new marketing strategy that allows brands to reach their target audience with greater effectiveness and agility. Thanks to big data and the development of other technological tools, today it is possible to automate the buying and selling of advertising space in the digital environment. In this way, a company only has to define who it wants its ad to be shown to, and programmatic advertising, through complex algorithms, will do the rest. This represents an unprecedented optimization of campaigns , which has driven the expansion of this advertising system. In fact, in 2023, programmatic advertising will account for 71% of digital advertising investment , according to Dentsu's Global Ad Spend Forecasts report .



Forecasts indicate that the programmatic market will continue to grow. Specifically, the market value is expected to go from $8.87 billion in 2023 to $19.12 billion in 2027, according to the Programmatic Advertising Global Market Report 2023 study by Research & Markets. Do you want to know how programmatic works to take advantage of its advantages ? Keep reading. CTA Post What is programmatic in marketing? Programmatic advertising is a system that Europe Mobile Number List is included within digital marketing and allows the automation of the process of buying and selling online advertising space . In this way, instead of conventional negotiations to acquire a space, algorithms and data are used to carry out the transaction instantly. That is, the advertiser previously sets the parameters that must be met for their advertising to be shown , and only when these criteria are met is their advertisement displayed.







This means that, unlike traditional online advertising, you do not buy space on a website, but audiences . For example, imagine you have a maternity clothing store. With traditional online advertising, you had to contract the banner by negotiating directly with the owner of a website, such as a digital newspaper. In this way, all users who entered the media's website - without distinction - saw your ad. On the other hand, if the maternity clothing advertiser contracts the campaign with a programmatic advertising platform (Demand Side Platform) , they can establish that their advertising is only shown to pregnant women. Thanks to the infinite amount of data collected on the internet about each user and the power of artificial intelligence , her banner will only be shown to this user profile. Hence, when you open a web page, you do not see the same ads as someone else. There are different types of programmatic advertising, both at the level of purchases and format. What types of programmatic purchasing exist? Within programmatic advertising, there are different options to promote your brand: Real-Time Bidding (RTB). These are automatic auctions in real time that allow the buying and selling of advertising space.