This was made known by data from the Internet Media Observatory of the Milan Polytechnic, confirmed also at the beginning of 2023 by a more than rosy trend in the sector which will probably close with a variation of 8%-10% more than in the same 2022.
Percentages, values and volumes of investments: let's start from here to understand the scope of that digital advertising trend, considered, until a few years ago, just a gamble.
But what is programmatic advertising ?
Can we consider it a resource to invest in even for medium-sized companies?
Let's clarify a few things.
Programmatic Advertising: What It Is and How It Works
From audience segmentation to space purchase: how programmatic advertising works
Programmatic: evolution and growth, also in Italy
Programmatic advertising in the post-cookie era: from objective limitations to surprising opportunities
Connected TV: the future of list of andorra consumer email programmatic advertising also passes through here
Programmatic advertising: what is it?
The right message to the right person, at the right time: if we wanted to summarize the essence of programmatic advertising in a single sentence, this would probably be the most appropriate.
The term “programmatic advertising” in fact defines a type of digital advertising that is based on the automated buying and selling of advertising spaces through the use of platforms dedicated specifically to the purchase of impressions and spaces.
Advanced audience profiling and segmentation , purchasing advertising space through auctions , real-time bidding , but not only that: programmatic advertising represents, by its very nature, one of the most advanced, innovative and effective ways of advertising today.
The reason is easily understandable and can be traced back to one of its peculiarities, namely automation .
From the definition of target audiences to the payment of impressions : everything happens through platforms where artificial intelligence and machine learning algorithms are the central engine.
Audience profiling
Efficiency and effectiveness of campaigns, ROI optimization , detailed analysis and reporting are just some of the aspects that distinguish a programmatic advertising campaign : what makes it most interesting in the eyes of brands and advertisers is its degree of viewability and diffusion, especially with the advent of new digital technologies.
