Programmatic is a model of purchase of advertising spaces in Display that is revolutionizing online marketing for being a way to find a specific audience from the mechanical analysis of their tastes, interests and how to reach the right users.

The actors responsible for the operation of Programmatic are explained below:

buyers

advertiser.  is the agent interested in the dissemination of his advertising in the media. Determine the budget, the desired target audience and provide the creative material to promote. For the programmatic purchase, it establishes the minimum bid due to the admitting of the ad.

Media Agency. They are responsible for achieving the objectives of their clients or advertisers, so they distribute the budget of the campaign in the media they consider convenient.

Trading Desk. They can be part of the media agency or be independent companies. They are responsible for buying key audiences for achieving the objectives of advertisers.

DSP. refers to the acronym in English Demand Side Platform. It is a bid technology that allows advertisers and/or media agencies to buy inventory in different ad exchanges using audience data, so that the purchase of impressions in real time is made.

ad exchange

vendors

supports.  are the advertising spaces managed by content editors. The way they sell their inventories can be anonymous, no impression information is given but it is effective for the advertiser; With brand, the destination URL is shown in which the creative material will appear; And semi -transparent, shows the name of the editor to which it belongs, but not the URL.

advertising networks. they work in the same way as the supports, with the difference that they represent several editors and can also act as buyers of impressions in the Adchange.

data suppliers. are collectors, aggregators and data processors with the ability to direct these data to the brands and their media actions (branding and performance).