The programmatic buying of media has come to optimize the results, time and investment of the teams and professionals who plan, buy and operate media daily.
The programmatic buying of media is a process that involves the use of different technologies (DSP - Demand Side Platform, DMP - Data Management Platform, among others) and data (1st, 2nd and 3rd Party Data) to increase the assertiveness of delivery in different inventories. We can say that the main objective of this strategy is to make each advertisement impact the right person, at the right time and in the right context. As such, we were able to leverage our media and, consequently, business results (KPIs).
Data is the centre of every strategy and is the fuel not only supplying the DSP's, but also assisting other media, whether it is the advertiser's own data (e-mail base, telephones, CPFs, site navigation - so-called "1st Party Data") or from third parties (known as "Data Providers" - the "3rd Party Data").