What is Programmatic Advertising and How Does It Work?

Get to know the latest in digital advertising

Programmatic advertising consists of the automated purchase of advertising space on web pages, based on customer segmentation, to ensure that the desired audience is impacted.

Thus, companies do not pay for advertising campaigns on a specific medium or website, but for communicating their message to the users who use it, depending on a specific customer segment that they choose in advance.

It is a type of intelligent digital advertising, in which advertisements are shown only to the target audience, achieving more effective results, while saving time and effort, thanks to technology.

What a wonder!... but how does it work?

When people browse the Internet, data is collected about their use of the network and with these, the trends of interest of each one are studied to know if a particular advertisement will attract their attention or not.

Through programmatic algorithms, it is possible to identify customer segments to impact them with more personalized advertising campaigns that will surely be more effective in motivating purchases.

Then, a connection is achieved between the brand and the right consumer, at the right time and place, by broadcasting only advertisements that are in accordance with the interests that have been identified in the user, based on their browsing on the Internet.

If your digital advertising is aimed at young women who buy pet accessories, the best place to publish it is not a car page visited more by men looking for accessories for their vehicle. With programmatic advertising, you ensure that the website where your ad appears is the one that regularly visits the customer segment you choose.

And how can I do programmatic advertising?... You need a Audience Manager or tool to manage your customer segments and publish your advertising campaigns where it really is good for your business.

In this type of digital advertising, everything is done through technological platforms that allow, first, to segment the customers you need, according to your marketing strategy and second, to access the most convenient advertising spaces for your ads.

El Audience Manager is a data management platform that, combining information from different sources in one place, gives you a complete view and better understanding of your market, classifying your potential audiences based on filters such as gender, age, location, etc.

In this way, you can create unique customer segments that fit your needs and are optimally adapted to each of your advertising campaigns, in this case, for programmatic advertising.

What is the best programmatic advertising option?

Although there are several initiatives in the market, the best thing is to get a service that offers you a data management platform with your own information, as well as access to that of other parties.

For example, with the Audience Manager by Leal you can access relevant information about the almost two million users who are already part of the loyalty network and with which you can establish customer segments, based on variables other than demographics and internet monitoring.

You can ensure that you reach audiences with demonstrated buying capacity, where each person's consumption habits are studied and you can achieve a more precise customer segmentation with filters such as business category, socioeconomic status, average spending, and others.

Thus, programmatic advertising with Leal goes further, thanks to the analysis of user buying behavior; which will allow you to achieve more effective and efficient advertising campaigns to optimize your investment.

Programmatic advertising is currently the favorite option of businesses that have joined the digital transformation; it's an agile, modern and effective way to reach all your customers.

Therefore, if you are interested in implementing digital advertising in your business, we invite you to look for a service that provides you with the greatest amount of resources to ensure the best return on your investment.

Do you want to know more about Audience Manager From Leal? We offer you your first consultation for free, contact us.