The traditional way of media acquisition has evolved. Now the possibility of reaching specific audience groups that offer advertisers to maximize monetization is a reality thanks to programmatic advertising: using machines to buy ads.
A process very easy to execute thanks to technology, the main protagonist of this trend, which allows buying and selling digital advertising in real time. Thus, a new bond is established between buyers and sellers that allows all the impressions to be profitable.
This ecosystem needs two different players, that of the advertiser and the publisher. The demanding part includes both the media and trading desk agencies: the agency, the buyer of advertising spaces for its final advertisers, and the technical team of people who optimize the programmatic purchase of the different advertisers connecting with multiple DSPs (Demand Side Platform), the bidding technology that allows advertisers and/or agencies buy inventory in different ad exchanges.
In the bidding part, the media and advertising networks are those that offer their advertising space through their SSP (Supply Side Platform), the advertising technology platforms that allow the optimization of the performance of their inventory automatically, allowing them to access the multiple demand aggregates that exist in an automated way.
In this relationship there is another key element, the Ad Exchange (Market Place). In this case, we are talking about the place where supply and demand join to carry out commercial transactions in real time. The different media show the available inventory, their price, and advertiser typology they accept. On the other hand, advertisers choose what impressions are the most interesting, and buy according to the user’s profile, location, time of day, etc., according to the maximum price they are willing to pay.
Finally, data suppliers are the technological platform that compile, integrate and process vast amount of data to optimize the buying and selling of online advertising.
In this way, programmatic marketing shows us how, through the implementation of technology and appropriate tools, both advertisers and agencies can make the best decisions to detect and qualitatively leverage their touchpoints with their consumers.
Source: IAB (Interactive Advertising Bureau)
