What is programmatic marketing?

The programmatic marketing is a new way of acquiring online advertising space, completely automated.

It represents something that is radically revolutionizing the entire landscape of advertising and marketing.

Among its main features, in addition to the complete and total automation of the processes of acquiring advertising spaces, we find a very high rate of user profiling.

How programmatic marketing works

Basically, a set of complex analysis algorithms work together and in real time to purchase advertising spaces at the right time and in the right place.

Let's try to understand better what are the steps that make up this process:

1. An user clicks on a certain page, at a given time of day;
2. On the website in question, an auction starts for the sale of advertising space (for example banners);
3. The auction begins and concludes within milliseconds, the time it takes to load the page in question.
   
   Who participates in this auction? All those companies, businesses, or anyone interested in the advertising space on that specific site.
   
   The auction is won by the highest bidder, naturally.
   This depends on how much each bidder decides to set their bid at;
4. Once this auction is concluded and the host site recognizes the buyer, it will automatically display the buyer's advertisement on its own site.

What advantages does programmatic marketing offer?

As we have just seen, it is a completely automatic process that removes the human element from the purchasing process.

Let's look at what benefits programmatic marketing brings.

Primarily a significant saving of time and money. The company can choose how much to invest, when to invest (editor's note: at what time of the day, based on data detailing the web traffic of their target audiences) and most importantly where to invest.

A company that has a clear understanding of who its target audiences are, and where to intercept prospects, will not waste time and resources in contexts and at times that could prove to be unproductive.

Although this form of marketing is still not widely used and is viewed with suspicion, mainly because it is difficult to understand and manage, there is no doubt that it represents an important step forward in the way digital marketing is done.

In recent years, in fact, its growth has been significant, as well as the volume of investments that have been made in it.