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Increasing sales is the goal of any business, both online and offline . However, it is sometimes not easy due to the high competition that exists today and the speed with which digital marketing evolves . Therefore, it is important that you know which digital marketing trend is giving the best sales results at any given time and develop a strategy appropriate to your company and user profile. That is why programmatic buying can help your business grow.
Page Contents
1. Have you heard of programmatic buying?
2. What is programmatic media buying?
3. How does programmatic advertising buying work?
3. Ad Exchange Platforms
4. What is the difference between programmatic buying and Google display?
5. Benefits of programmatic advertising
6. Steps to create a programmatic purchasing campaign and increase your sales
7. Conclusion
1. Have you heard of programmatic buying?
Programmatic buying is a revolutionary way of advertising online, as your ads are shown at the most appropriate time and to the most suitable user. It is the most effective approach to increase online sales and gain more potential customers, as it delivers the right message to the right audience.
In Spain it is booming, while in Europe it already accounts for 50% of total advertising investment and in the United States it leads the way with 78%.
If you need to increase your sales , you cannot miss the opportunity that programmatic buying represents, which is the present and the future of digital marketing and advertising. Do you want to know more about what it consists of, what benefits it has and how to apply it to your business? Then, keep reading this article!
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2. What is programmatic media buying?
Programmatic buying is the massive and automated acquisition of the most optimal advertising spaces for each advertiser in digital media. To do this, advanced technologies are used, such as Big Data and Artificial Intelligence . The most popular form of programmatic buying of digital media is called RTB (Real Time Bidding) and is characterized by the fact that it takes place in real time.
In the digital marketing field, programmatic and RTB are often used interchangeably, as if they were the same thing. We want to make it clear that programmatic buying does not necessarily have to occur in real time , as it can include, for example, the purchase of inventory in advance. However, in RTB, which is a type of programmatic advertising, offers and bids are made in real time.
Finally, you should know that programmatic buying is included in the so-called display advertising campaign . This is an online advertising technique that shows advertising banners (text, image or video) anywhere on a web page, usually at the top or side.
Display advertising, and therefore also programmatic purchasing, is managed through DSP (Demand Side Platform) platforms, whose operation we will see later.
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3. How does programmatic advertising buying work?
In programmatic advertising, a system of algorithms interrelates the spaces available to advertisers in different online media with the most appropriate profile of the user to whom they should be shown. Cookies on websites collect data about visitors, which allows them to predict their interests and purchase intentions. Thanks to this, Internet users can receive personalized advertising related to their interests in real time, while they browse the Internet.
The chances of such an ad being clicked on are higher than for traditional advertising, as there is real evidence that the advertised product or service is of interest to the person to whom it is shown. As a result, the click-through rate increases and the ROI rate improves.
Not only are ads shown to the most suitable audience, but in doing so, they also take into account the most suitable time according to the user's habits, as well as the devices from which they connect. In this way, each impression achieves maximum profitability, benefiting both advertisers and sellers of advertising space.
3. Ad Exchange Platforms
Ad exchange technology platforms are used to manage the inventory of ads and available spaces, that is, to put advertisers or buyers of spaces in contact (in real time if it is RTB) with the online media that sell the most suitable ones for them. There is no human intervention in this process, everything happens automatically.
In addition to Ad Exchange platforms, two other types o australia telegram f platforms are also involved in programmatic advertising:
3.1. DSP Platforms (Demand Side Platforms)
In these, advertisers configure their campaigns and segment them to the most appropriate audience. The DSPs then bid for the advertising spaces offered by the ad exchanges.
3.2. SSP Platforms (Sell Side Platforms)
These are the platforms that digital media use to offer their inventory of advertising space.
4. What is the difference between programmatic buying and Google display?
It is important not to confuse programmatic buying with Google display advertising. As we have already explained in depth in this other article, the main difference between programmatic buying and Google display is the type of platforms on which both types of advertising are managed. While, as we have seen, programmatic advertising buying is managed on ad exchange platforms, Google display does so on its own display network (Google display network), which includes:
Websites associated with Google through AdSense (more than 2 million)
YouTube
Mobile Apps
Gmail inbox.
The reach of programmatic advertising is broader than that of display advertising, as it has access to both sites within the Google display network and those outside of it.
5. Benefits of programmatic advertising
Among the advantages that programmatic advertising can bring to you as an advertiser, the following stand out:
You have access to a large volume of digital media from anywhere in the world.
You do not have to buy advertising spaces in advance, since through ad exchanges you can bid in real time for those spaces that represent the best opportunity for your business at any given time.
