Programáticos

Programáticos is a term often used in Spanish-speaking countries to refer to programmatic advertising. This is an umbrella term encompassing the automated buying and selling of digital advertising space. Instead of human negotiations for ad placements, programmatic advertising uses technology and algorithms to facilitate these transactions in real-time.

The core of programmatic advertising involves a real-time bidding (RTB) process. When a user visits a website or app, an auction is instantly triggered. Advertisers, using demand-side platforms (DSPs), bid on the opportunity to display their ads to that specific user based on data and targeting criteria. Publishers, through supply-side platforms (SSPs), make their ad inventory available for these auctions. The highest bidder wins the impression, and their ad is displayed.

Key components of programmatic advertising include data management platforms (DMPs) for collecting and organizing audience data, DSPs for advertisers to manage their campaigns and bids, and SSPs for publishers to manage their inventory and ad revenue. Programmatic allows for highly targeted advertising, reaching specific demographics, interests, and behaviors. It aims to improve efficiency, transparency, and return on investment for advertisers, while also helping publishers optimize their ad revenue. The technology behind it enables complex decision-making to occur in milliseconds.