Programmatic advertising represents the most important change in advertising in the last decade, evolving the buying and selling processes, revolutionizing strategies and generating new professionals and disciplines.Technologies such as artificial intelligence, machine learning and deep learning will define the programmatic advertising of the future.Campaign planning including the adoption of programmatic management models and audience measurement are the main challenges that programmatic advertising faces in relation to television content.

IAB Spain, the advertising, marketing and digital communication association in Spain, has presented the White Paper on Programmatic Advertising, prepared by the IAB Spain Programmatic Advertising Commission.Programmatic advertising is representing the most important change in advertising of the last decade, and not only in digital media but in the transformation of the entire sector. It means both an evolution in the buying and selling processes, as well as a revolution in strategies, generating new professionals, disciplines and updating the classic advertising concepts. And it is that, until the arrival of the programmatic, the traditional processes of other media were used in digital advertising, through the management of purchase orders and checking of inventory availability between teams of publishers and agencies directly.

Throughout the different Cambodia Email Address chapters of the White Paper on Programmatic Advertising, it is shown how programmatic advertising has meant a great digital transformation of this entire purchasing process for both publishers and networks, agencies and advertisers, as well as for companies. SSPs (Supply Side Platform) and DSPs (Demand Side Platform). Likewise, it delves into other relevant aspects of the current programmatic ecosystem that we will develop below.

The use of data is key in programmatic buying and selling. And it is that, as established in the Book, the programmatic purchase without data becomes “a low cost inventory purchase”, something that does not add value to advertisers.In the programmatic purchasing process, a good use of the data allows socio-demographic segmentations (sex, age, household income, etc.); by interests (video games, soccer, etc.); by purchase intention; or by behavior (products you usually buy, places of visit). Data is also key in optimizing campaigns, since having a sufficient volume of data (impressions, clicks or investment) allows making the right decisions to achieve the objectives.

With regard to programmatic sales, a correct use of data supposes, among other advantages, tracing the behavior patterns of the users to generate segments of interest for the agents of the Demand (First party Data). Additionally, another benefit of programmatic selling is that it enables greater transparency and eliminates discrepancies between buyer data and support.

The Book dedicates a special chapter to the use of disruptive technologies in programmatic advertising and how artificial intelligence, Natural Language Processing (PLN or NPL), machine learning or deep learning will define the programmatic advertising of the future. And is that artificial intelligence (AI), if applied to the advertising industry, one of the main benefits it brings is the efficiency of the media buying process, allowing traders to focus on strategic and creative tasks and free themselves from work. operational and tactical.

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