I'm often asked, "So, what exactly is programmatic media?" Although it's becoming less frequent, this question still comes up occasionally in business meetings and 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 impractical to manually manage so many possibilities. That's when programmatic media emerged as a solution: automating processes, connecting inventories, and offering real-time buying, ensuring that advertisers reached the right people at the right time. In technical terms, it's an automated method of buying digital advertising space through platforms known as DSPs (Demand Side Platforms), where media professionals have access to 98% of global digital inventory, including websites, apps, portals, and even new media such as Connected TV (CTV) and digital audio.
With the use of advanced algorithms, technologies such as 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 also personalizes interactions in a unique way, strengthening the bond between the brand and the audience. All these functions, used broadly 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. AI itself, which has been integrated into programmatic media for over a decade, has elevated digital media strategies to a new level of efficiency, personalization, and assertiveness.
Artificial Intelligence further enhances decision-making and optimizes advertising space auctions in real time, ensuring greater precision and more significant 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 conversion potential while freeing up marketing professionals to focus on more strategic and creative activities.
To understand how programmatic media and its artificial intelligence contribute to 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 consumers are. Women of the same age group, for example, can have completely different consumption behaviors. Programmatic media, with its embedded AI, allows not only the identification of these differences but also the adjustment of campaigns based on the audience's purchase moment, reducing wasted budget and maximizing results.
Security and guaranteed delivery of ads to real people.
Brazil is the second country with the highest rate of internet fraud. Modern DSPs integrate tools that identify fraudulent clicks and suspicious environments, ensuring that ads are only displayed to real people in appropriate contexts. Here at Publya, we take this so seriously that we've gone a step further, developing dashboards that allow our clients and agencies to track campaign progress in real time, promoting transparency and monitoring of results.
Integrating strategies to generate brand consistency.
The evolution of programmatic media transcends the digital realm, integrating traditionally offline media into an automated buying model. Today, it's possible to advertise on Connected TV (CTV), digital audio on platforms like Spotify and Deezer, online radio, and even broadcast TV, with formats sold by CPM. In Out of Home (OOH), the technology allows for the selection of 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 technology to connect people, optimize resources, and ensure efficiency for agencies and advertisers, facilitating the entire campaign management process. It's about understanding the needs of brands and delivering solutions that simplify the process, reliably and with control over the entire operation and a diversity of possibilities. This is programmatic media and AI.
