Making Digital Marketing Simple: What is Programmatic Media?

The advertising medium was one of the biggest beneficiaries of the technological advances of the 21st century. One of these benefits is the emergence of new ways to advertise, such as Programmatic Media. To learn more about this important format, we spoke with Renato Bastos, CCO from SimpleAds, subject matter expert.

Working in the advertising market since 2007, and currently in the commercial area, Renato defined programmatic media as: “an automated way that optimizes the purchase of digital advertising spaces, using machine learning to find and choose the most effective places that are conducive to the need for client”.

Prior to this method, marketers and advertising professionals needed to do this entire process manually, handling proposals, quotes, and negotiations face-to-face throughout the digital media purchase process.

data usage

Through automation and the use of data, programmatic media delivers the ads to the advertiser’s audiences of interest. The purchase of ads is done through online auctions, so brands can advertise on different pages where their target audience is present. Renato highlighted the importance of automation for programmatic media:

“It is crucial to save uptime and centralize the purchase of media, avoiding wasted investment”, commented Bastos.

Therefore, using this method becomes an extremely efficient strategy, highlighting the importance of data in programmatic media. These data are of paramount importance to measure ads and define new strategies.

“[Os dados são] extremely important to understand if the actions that were taken generated a result. Another crucial point is to understand whether the bank of users who were impacted by the campaign can be reused to continue communication in a second moment”.

Advantages of Programmatic Media

Using programmatic media gives the advertiser several advantages not seen in any other format. Among the main advantages are accuracy and personalization for campaigns, as the format uses data and technologies that automate the process.

Furthermore, the ease of negotiating the purchase of advertising space is another advantage of this format. As for the user, the experience with this advertising format is also better, considering that he finds ads that really interest him.

“I believe the great advantage of programmatic media is to simplify media buying, centralizing the process and increasing intelligence on the impact of users. This process provides new possibilities for targeting audiences, being more assertive in the impact of the target audience and, consequently, dispersing the smallest possible volume of investment”, comments Renato.

Increasingly present format

Since audiences migrated from the offline world to the online medium, and programmatic media emerged, the new trend in the advertising market is to advertise on websites in an automated way.

According to Renato Bastos, this advertising format is recommended for all brands present in the digital medium. Considering the efficiency of programmatic media, it is critical that all advertisers can invest in this accessible format. In his words:

“It is essential that brands can take advantage of all the integrations available on programmatic platforms to increase the performance of campaigns. It is noteworthy that, with the various technology integrations that are available today, it is possible to map different points of the conversion funnel in order to optimize campaigns in real time.”

Future of Programmatic Media

Considering its strong presence in the advertising market, programmatic media should grow even more in the coming years, thanks to the advancement of technology. Renato commented on the expectations for the future of this important advertising medium:

“The programmatic media market will be seen differently once customers are given the possibility to implement an attribution model. In this way, the programmatic will be used in a much better way not only for Branding and Awareness campaigns, but also for campaigns focused on Performance”.