Programmatic is a model for purchasing advertising space on Display that is revolutionizing online marketing as it is a way to find a specific audience based on the mechanical analysis of their tastes, interests and how to reach the right users.< /p>

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

Buying agents

Advertiser. It is the agent interested in the dissemination of your advertising in the media. Determine the budget, the desired target audience and provide the creative material to promote. For programmatic buying, set the minimum bid per ad impression.

Media agency. It is in charge of purchasing advertising space for its advertisers, so they mediate the purchase of traffic for them. They are responsible for achieving the objectives of their clients or advertisers, so they distribute the campaign budget in the media they consider convenient.

Trading desk. It is the technical team of people dedicated to optimizing the programmatic buying of advertisers working with multiple DSPs. They can be part of the media agency or be independent companies. They are in charge of buying key audiences to achieve the advertisers' objectives.

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

Ad Exchange

It is the online platform in which supply and demand come together from advertising media/networks and advertisers respectively. The media offer and manage their advertising spaces while the advertisers create and manage their campaigns.

Selling agents

Supports. These are 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 mark, the destination url in which the creative material will appear is displayed; and semi-transparent, it shows the name of the editor it belongs to, but not the url.

Advertising networks. They work in the same way as media, with the difference that they represent several publishers and can also act as buyers of impressions in the adchange.

Data providers. They are data collectors, aggregators and processors with the ability to direct this data to brands and their media actions (branding and performance).