To better understand how programmatic media works – or, more specifically, the purchase of advertising space programmatically – it is a good idea to review the main ways of purchasing advertising space.
Buy Direct from Publisher
The most enduring method is purchasing directly from the publisher: it is the process that companies and merchants are most accustomed to and, although it takes considerable time to complete, it offers advantages.
It should not be underestimated, as there are advantages such as the c level executive list possibility of taking advantage of loyalty programs or sponsorships, total cost transparency and, above all, full control over the media, to ensure that the brand image is always placed in the right media.
Ad Networks
The second method of purchasing advertising is made up of Ad Networks that act as intermediaries between buyers and sellers and represent a formidable opportunity for optimizing time, as a network can generally coordinate a campaign across multiple sites much more efficiently.
A network can reach different levels of specialization:
Based on the target audience and in particular specific market segments or user behavior;
According to the product sectors, for a fully verticalized specialization;
Based on the type of performance offered (clicks or views).
Unlike direct purchasing, this method optimizes the time to finalize and manage the media plan, but does not offer total control over the sites on which you gain visibility.