It is very common for me to be asked "after all, what is programmatic media?Although increasingly less frequent, this question still comes up from time to time in meetings and business gatherings I attend. I usually start by 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, what limited the reach and efficiency of the campaigns. As the internet and advertising inventory have grown exponentially, it became unfeasible to manage so many possibilities manually. It was there that programmatic media emerged as a solution: to automate processes, connect inventories and offer real-time purchases, ensuring that the advertiser spoke to the right people, у потрібний час. In technical language, it is an automated method of purchasing digital advertising spaces through platforms known as DSPs (Demand Side Platforms), where media professionals have access to 98% of global digital inventories, that include sites, applications, portals and even new ways, 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 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 bond between the brand and the audience. All these functions used broadly and strategically, it refers 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. She herself, the AI, that has been integrated into programmatic media for more than a decade, elevated digital media strategies to a new level of efficiency, personalization and assertiveness.
Artificial Intelligence further enhances decision-making and optimizes real-time advertising space auctions, ensuring greater accuracy and more significant results. With the support of AI, brands can impact the consumer at the right moment, with the right message and in the most appropriate context, maximizing conversion potential while freeing marketers to focus on more strategic and creative activities
To understand how programmatic media and its artificial intelligence add value 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 they are. Women of the same age group, for example, they can have completely different consumption behaviors. Programmatic media with its embedded AI, allows not only to identify these differences, but also adjust campaigns based on the audience's buying moment, reducing budget waste and maximizing results
Security and guarantee of ad delivery 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 shown only 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 clients and agencies to monitor the evolution of campaigns in real time, promoting transparency and monitoring of results
Integration of strategies to generate brand consistency
The evolution of programmatic media transcends digital, integrating traditionally offline means into an automated purchasing model. Today, it is possible to advertise on Connected TV (CTV), digital audio on platforms like Spotify and Deezer, online radios and even on open TV, with formats sold by CPM. No Out of Home (OOH), the 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 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
