The facilities that this way of doing digital advertising offers us are diverse; We can talk about possibilities in terms of supply and demand, more accurate market segmentation and opportunities in real time, among others.
Programmatic marketing facilitates the task of reaching our target audience through the automatic segmentation of profiles and interests that generate conversions, which makes it a more profitable way to advertise online; The focus is not only on space on the website but on the purchase of a specific audience.
Programmatic works through Display campaigns in the media, with the quality of optimizing the purchase in a continuous process, since ad impressions are profitable in a very short time and with information updated in real time. All this with the mechanical action of the platform, which automatically chooses between the assigned buying and selling criteria.
Real time is a key factor in ads powered by programmatic. It is possible to have a purchasing model that allows us to have specific offers, messages, content or advertisements through paid channels, own and/or earned channels. Programmatic marketing recognizes the consumer from their online activity, so it predicts what they do and knows how to reach them.
The main components of programmatic marketing have been evolving since the creation of technologies and means for the execution of this type of campaigns, therefore new actors have emerged within this field, such as buying agents, selling agents, data providers. , among others.
