{"id":36109,"date":"2022-08-10T21:00:00","date_gmt":"2022-08-10T19:00:00","guid":{"rendered":"https:\/\/www.11onze.cat\/?p=36109"},"modified":"2022-09-22T09:31:45","modified_gmt":"2022-09-22T07:31:45","slug":"programmatic-advertising","status":"publish","type":"post","link":"https:\/\/www.11onze.cat\/en\/magazine\/programmatic-advertising\/","title":{"rendered":"What is programmatic advertising?"},"content":{"rendered":"
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With the evolution of digitalisation and technologies such as blockchain and artificial intelligence, the advertising and marketing industry has created new disciplines, products and services such as programmatic advertising.<\/b><\/h3>\n

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This is a type of online advertising that refers to <\/span>an automated purchase of advertising space and audiences on the internet<\/b>. It connects a brand to the user with a relevant ad, at the right ‘digital’ time and place. As the transformation and digitisation of media is spreading to almost all media, programmatic advertising can facilitate brand advertising in digital newspapers as well as on digitised TV or radio, and even digitised outdoor media.<\/span><\/p>\n

It is a form of advertising called ‘display’, which allows the advertiser to access a series of advertising spaces, called inventory, and does so through on-demand technology platforms on websites or digitised spaces. Programmatic buying allows advertisers to <\/span>connect their brand with the target audience they want, at the time they want, and in the geographic location of their choice<\/b>. It is a discipline of our time, born to streamline the visibility and connection of brands and their campaigns with their current and potential customers.<\/span><\/p>\n

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The growth of programmatic advertising<\/b><\/h3>\n

In the midst of the digital era, in which advertising investment for user acquisition happens through digital media, <\/span>70% of this investment corresponds to programmatic buying<\/b>, according to the report on Investment in Digital Media published by IAB.\u00a0\u00a0<\/span><\/p>\n

Spending on programmatic advertising in 2021, according to Statista, was over $150 billion, and this industry doubles in size every 4 years, expected to grow at 35% annually until 2025. This makes programmatic advertising one of the most active industries.<\/span><\/p>\n

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How it works<\/b><\/h3>\n

Big Data and artificial intelligence are used to select and segment the audience. Once the audience has been segmented,<\/span> media related to the audience is selected and the advertising campaign that is directed to the selected target<\/b> audience is activated.\u00a0<\/span><\/p>\n

Programmatic buying is a way of buying online advertising space in an automated way. This purchase can be made on different media and websites from the same control panel by searching for specific audiences and users to impact at exact times.<\/span><\/p>\n

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In short:<\/b><\/h3>\n
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  1. Every time a user arrives at a website related to programmatic advertising, the automated advertising process is activated so that the advertising starts.\u00a0<\/span><\/li>\n
  2. The website owner puts the ad impression up for auction.<\/span><\/li>\n
  3. Advertisers then bid for the impression, for the visibility of the ad.\u00a0 It should be noted that this process occurs in real-time, which is why some refer to programmatic advertising as real-time bidding.<\/span><\/li>\n
  4. The highest bidder, the advertiser with the highest bid, wins the ad impression.<\/span><\/li>\n
  5. The ad appears on the user’s website<\/span><\/li>\n
  6. The user can click to visit the page and\/or convert.<\/span><\/li>\n<\/ol>\n\n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n
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