Programmatic Buying

Why choose programmatic buying? The constant search for tools that allow us to achieve the greatest positive impact on users has led online marketing experts to turn their attention to programmatic buying as one of the most efficient resources for connecting with their potential audience. But why has this trend, until recently considered merely a future option, managed to consolidate itself? Users of any brand should not be seen solely as those responsible for final conversions . They are also a very important and constant source of information about the brand itself. Therefore, making the most of the data generated by the interaction between consumers and companies must become one of our main objectives. And programmatic buying platforms are the best example of this. In fact, large companies are already working on their own programmatic buying platforms and technological systems that allow for the profitable management of all the data about themselves generated by their own users. What is the result of this entire process? Basically, companies that opt for programmatic buying are able to impact specific users , in a specific place and time. This is the essence of what is known as Real-Time Bidding, the key to which is a dynamic attribution model, integrated into a global digital strategy. The need to achieve the maximum possible efficiency in our online marketing strategy should lead us to look toward programmatic buying and its ability to impact users, achieving the greatest possible affinity . In this sense, the role of agencies is fundamental, as they allow us to pool resources from their perspective as experts in the global strategic management of any campaign. However, programmatic buying is not yet fully operational . In fact, it faces significant challenges such as ensuring security and transparency, improving visibility, and collaborating with other entities on brand safety. Likewise, we cannot forget some of the most common obstacles that programmatic buying must face, such as the lack of trading and data analyst profiles and the need for almost continuous pricing adjustments. In any case, we cannot deny the success of many programmatic buying cases carried out by many companies that have known how to plan by audience and thus achieve the widest possible coverage.