Programmatic advertising: what it is

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What is programmatic advertising?
Programmatic ad buying is the use of software to purchase digital advertising space. Unlike the traditional method that involves requests for proposals and negotiations, programmatic buying uses algorithmic software to purchase and sell online advertising space in an automated manner.

How to apply it in your digital marketing strategy
As a beginner in programmatic advertising, you'll come across many ideas and terms that you're not familiar with, so having a foundation will help you understand how it works.

Win customers!
Knowing the market: Researching and analyzing the market you are targeting will be very important for your campaign. The more information you have about how your competitors are approaching their programmatic strategies, esinc email database list the more solid the foundation will be.
Set clear objectives: Define your goals from the start, whether it's increasing brand authority, boosting digital sales or increasing customer trust.
Maintaining the “human touch”: Although the process is automated, human intervention is still crucial to optimizing results.
Protect your brand: It's important to prevent ads from appearing on inappropriate sites, such as those promoting fake news, by using blacklists .
Ad fraud control: we must not only look at the reach, but also at the quality of the traffic to avoid generating fake traffic, an increasingly common problem, especially on mobile and connected TV . If an offer seems too good to be true, beware!
Platforms in programmatic advertising
A number of AI-powered platforms are used for programmatic advertising.

DSP , demand-side platforms: help advertisers buy advertising space through advanced technology such as real-time bidding.
SSP , supply-side platforms: supply-side platforms that help publishers sell their advertising space to the highest bidder.
DMP , data management platform: These are data platforms that collect and analyze user data to improve ad targeting.
Ad exchanges : These are markets where ads are bought and sold in an automated manner.
Ad network : connects digital advertisers with a wide range of publishers to achieve return on investment (ROI).
Ad servers : help restore order as well as precision to campaigns.
Why it is effective
Because it is efficient, targeted and scalable. In addition, the use of AI is increasingly improving programmatic strategies, allowing brands to optimize their advertising investment and achieve a higher return on investment (ROI).

The key to programmatic advertising is its efficient use of both time and resources. You can rely on an algorithm to determine where your ad dollars are best spent.