It is very common for people to ask me, “after all, what is programmatic media?” Although less and less frequent, this question still arises from time to time in meetings and business gatherings I attend. I usually start by saying that, more than just an evolution of online advertising, programmatic media represents a paradigm shift in how 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 unmanageable to manually handle so many possibilities. That’s where programmatic media emerged as a solution: automating processes, connecting inventories, and offering real-time purchases, ensuring that advertisers reach the right people at the right time. In technical terms, it is an automated method of buying digital advertising spaces through platforms known as DSPs (Demand Side Platforms), where media professionals have access to 98% of global digital inventories, including websites, apps, portals, and even new mediums, such as Connected TV (CTV) and digital audio.
Using advanced algorithms, technologies like machine learning and deep learning enable the management of large volumes of data, making it possible 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 bond between the brand and the audience. All these functions used widely and strategically lead us to a field of technology that has become popular in the last year, becoming the center of many businesses and innovations. You probably remembered Artificial Intelligence. It, AI, which has been integrated into programmatic media for over a decade, has raised digital media strategies to a new level of efficiency, personalization, and accuracy.
Artificial Intelligence further enhances decision-making and optimizes real-time advertising space auctions, ensuring greater accuracy and more significant results. With AI’s support, brands can impact consumers at the right moment, with the right message and in the most appropriate context, maximizing conversion potential while freeing marketing professionals to focus on more strategic and creative activities.
To understand how programmatic media and its artificial intelligence add value to marketing campaigns, below are some of the main advantages that the method offers:
Undeniable segmentation capability
Today, understanding consumer behavior is more important than just knowing who they are. Women of the same age group, for example, can have completely different consumption behaviors. Programmatic media with its embedded AI not only allows to identify these differences but also adjust campaigns based on the audience’s moment of purchase, reducing budget waste and maximizing results.
Security and guarantee of ad delivery to real people
Brazil is the second country with the highest fraud index on the internet. Modern DSPs integrate tools that identify fraudulent clicks and suspicious environments, ensuring that ads are displayed only to real people and in appropriate contexts. Here at Publya, we take this so seriously that we went a step further, developing dashboards that allow our clients and agencies to follow the campaign’s evolution in real time, promoting transparency and monitoring results.
Integration of strategies to generate brand consistency
The evolution of programmatic media transcends the digital, integrating traditionally offline media into an automated buying model. Today, it is possible to advertise on Connected TV (CTV), digital audio on platforms like Spotify and Deezer, online radios, and even on broadcast TV, with formats sold by CPM. In Out of Home (OOH), technology allows selecting 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’s about understanding brands’ needs 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.
