Without a doubt, the objective of any advertising campaign is to be effective, to ensure that the Return on Investment is truly valuable, and that the effort is transformed into more sales.
It is about achieving better aim when segmenting who will see an advertisement on some of the digital platforms, such as Google, Facebook or Instagram.
Reaching percentages in which the majority of leads end up being buyers is one of the advantages.
According to the technology media Prensario TI, “ programmatic” is a comprehensive approach to buying and selling digital advertising inventory that allows the buyer and seller’s organizational processes to be aligned with automation technology, but based on levels of segmentation and targeting that were previously unimaginable. Unlike the real-time cost system known as RTB (Real Time Bidding), which is also incorporated into this modality, programmatic technology acquires, stores and analyzes large amounts of data in order to specifically reach the desired user.
Programmatic technology, on the other hand, collects user information based on their profile, social media information, search and purchase history, and places an gambling data mexico advertisement on a news portal, for example, at the time when the interested audience is actually present. In other words, it ensures that a specific advertisement is shown to a specific user, in a specific context and at the exact moment when they are susceptible to it. This is one of its main advantages.
In addition, it allows users to be tracked, regardless of the device they are connected from. This resolves the difficulty of connecting with people's data via mobile, since they use the user's information without installing cookies on the device (something impossible on these devices).
What is programmatic marketing or programmatic advertising?
When we talk about programmatic marketing, we are talking about a type of digital advertising based on algorithms that allows us to select exactly who will have access and visibility to a particular advertising piece.
How to make the right decision when segmenting is the intersection of the advertiser's target characteristics with those of the visitor to the website selling the space. This way you can invest more money in those website visitors who are more similar to your target.
We are talking about a planned purchase, based on people's behavioral trends. A person who only visits one site does not deliver the same results as a person who makes purchases, where they do so, what they buy, how they pay for it, with important data to mark the line that will define new purchases.
How does programmatic advertising work?
The process of algorithmically buying and selling advertising space in real-time is what we refer to as Programmatic. During this process, software is used to automate the buying, placement and optimization of media through a bidding system. Automating the process means that it can be done in real-time and does not rely on human contact, manual insertions or manual trading.
The main benefit of programmatic for advertisers is the possibility of making decisions based on data and in real time, following the fluctuations of an audience. That is: the algorithm is responsible for analyzing and deciding who to show your ad to. Due to this, Real-Time Bidding represents an increase in the efficiency of campaigns. This is reported by the Titular portal .
What is the algorithm?
It is a set of defined and unambiguous, ordered and finite instructions or rules that typically allow solving a problem, performing a computation, processing data and carrying out other tasks or activities. In programming terms, an algorithm is a sequence of logical steps that allow solving a problem. An ordered set of systematic operations that allows performing a calculation and finding the solution to a type of problem.
In social media, this is specifically the set of programming rules that will make a post be shown a lot or, on the other hand, the platform will hardly show it to any user. It also refers to the decisions about who and when these posts will be shown.
An algorithm operates in discretized time – step by step – thus defining a sequence of computational states for each valid input (the input is the data supplied to the algorithm before starting).
For example, Facebook's algorithm is the system by which the platform, after considering a series of parameters, displays content in your followers' news feed. These parameters are what you need to know to design your brand's next programmatic marketing.
