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By Berta Ventura
Programmatic marketing is a type of advertising that is based on acquiring promotional spaces on the web in an automated way through platforms designed for this purpose. It is also known as programmatic advertising or Display advertising and is widely used in the marketing world due to its good performance, mainly because the objective is for the ads to reach interested users in the right place and at the right time. That is why they are also included within what is known as native advertising .
Now that you know what programmatic marketing is and have a small idea of what it consists of, in the following sections we will go into more depth about this type of advertising so that you know how it works, what its advantages are and how to implement a strategy of this type in your company. Let's go!
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What is programmatic marketing and how does it work?
How programmatic marketing works
Programmatic advertising happens in a matter of seconds. But let's start at the beginning. When a brand wants to promote its products through automated media hr directors mailing list buying, the first thing it needs to do is turn to a Demand Side Platform (DSP). , which are platforms where advertisers can buy advertising space in an automated manner. This purchase works with the real-time bidding format because these spaces are auctioned at the moment a user enters a website that offers its space.
When this happens, the different bids arrive on the platform on the side offering the advertising space (called SSP ) and the space is automatically assigned to the highest bidder , that is, the one offering the highest cost per thousand impressions (which is usually the most common option). But aspects such as the type of campaign, the size of the creatives, the budget, among others, are also taken into account.
In addition, the goal is to show the user an advertisement related to their interests and their history of behavior on the network, which is why algorithms and data analysis are also used in real-time programmatic marketing .