An AI called“Programmatic Media”

It is very common to ask myself “after all, what is programmatic media?” Although less and less frequent, this question comes back and a half still in meetings and business meetings in which I participate. I usually start to answer saying that, more than a simple evolution of online advertising, programmatic media represents a paradigm shift in the way brands reach their consumers.

In the early days of the internet, media buying was done directly with portals, which limited the reach and efficiency of campaigns. As the internet and advertising inventory grew exponentially, it became impossible to manually manage so many possibilities. That was when programmatic media emerged as a solution: automate processes, connect inventories and offer real-time purchases, ensuring that the advertiser spoke to the right people at the right time. In technical language, it is an automated method of buying digital advertising spaces through platforms known as DSPs (Demand Side Platforms), where media professionals have access to 981TP, digital audio and digital media outlets such as ConnectT, and TV.

With the use of advanced algorithms, technologies such as machine learning and deep learning enable the management of large volumes of data, making it feasible to understand and predict consumer behavior in different contexts. This not only enriches the user experience, but personalizes interactions in a unique way, strengthening the link between the brand and the public. All these functions used in a broad and strategic way, refers us to a field of technology that in the last year has become popular, becoming the center of many businesses and innovations. You probably remembered Artificial Intelligence. Itself, AI, which for more than a decade is integrated into programmatic media, has raised the strategies of digital media to a new level of efficiency. 

Artificial Intelligence also enhances decision making and optimizes the auctions of advertising spaces in real time, ensuring greater accuracy and more expressive results.With the support of AI, brands can impact the consumer at the right time, with the right message and in the most appropriate context, maximizing the potential for conversion while freeing marketers to focus on more strategic and creative activities.

To understand how programmatic media and its artificial intelligence aggregate in marketing campaigns, below I list some of the main advantages that the method offers:

Undisputed segmentation capability

Today, understanding consumer behavior is more important than simply knowing who it is. Women of the same age group, for example, may have totally different consumer behaviors. Programmatic media with its embedded AI, allows not only to identify these differences, but also adjust campaigns based on the moment of purchase of the public, reducing waste of money and maximizing results.

Security and assurance of delivering ads to real people

Brazil is the second country with the highest rate of fraud on the internet. Modern DSPs integrate tools that identify fraudulent clicks and suspicious environments, ensuring that ads are only shown to real people and in appropriate contexts. Here at Publya we take this so seriously that we went a little further, developing dashboards that allow our customers and agencies to follow the evolution of campaigns in real time, promoting transparency and monitoring of results.

Integrating strategies to generate brand consistency

The evolution of programmatic media transcends the digital, integrating traditionally offline media to an automated buying model. Today, it is possible to advertise on Connected TV (CTV), digital audio on platforms such as Spotify and Deezer, online radios and even on open TV, with formats sold by CPM. In Out of Home (OOH), the technology allows you to select specific screens, at strategic times, without the need to negotiate with multiple players. This versatility makes programmatic media a 360° solution, combining the best of online and offline. 

This is about using the best of technology to connect people, optimize resources and ensure efficiency for agencies and advertisers, facilitating all campaign management. It is about understanding the needs of brands and delivering solutions that simplify the process, reliably and with mastery of the entire operation and diversity of possibilities. This is Programmatic media and AI.