One of the main advantages of an exchange system such as Ad Exchange is that the advertiser has the ability to optimally segment their audience.
And so, a chain of benefits is created throughout the entire process. Among them, first of all, losses due to poor segmentation are reduced. If you know who your target audience is, you can be sure that you will reach them.
Finally, it allows agencies to achieve better results for their clients with more efficient spending, as well as greater control over the performance of each campaign.
Nowadays, real-time marketing is one of the fastest-growing my database forms of online advertising. New systems are constantly being integrated into all platforms and processes are becoming increasingly better linked.
Basic factors of programmatic buying
Programmatic buying would not be possible if the following factors were not present:
Big Data . Processes huge volumes of information that cannot be treated in a conventional way. Fundamentally because they exceed the limits and capacities that cannot be treated manually. In order to work appropriately with the capture of thousands or millions of data, it will be necessary to use certain software tools with the capacity to process them. To do this, intelligent exploitation of this flow of data is carried out. They are grouped and put into relation with the final objective of meeting the supply and demand for advertising spaces.
Real Time Building. The online bidding system in real time for each of the impressions of an advertisement in each of the advertising spaces of the media. The bidding process that is carried out in milliseconds automates and improves the process of buying advertising spaces that has been discussed above.
When faced with this process of buying and selling advertising space, it is best to put yourself in the hands of specialists in programmatic advertising buying. Such as Antevenio.
Antevenio works with several technological solutions (DoubleClick Bid Manager, Appenexus, Mdirector) managing programmatic purchasing and optimising bids and acquisition costs to the maximum.
In fact, the MDirector CRM Retargeting platform itself allows you to add a cookie to each user in your database. This way, you can communicate with the user, both while they are browsing websites and in mobile environments, or even while they are browsing Facebook and other networks.
Once you have reached a certain number of users with a cookie, which MDirector sets at 1000, you can start programmatic purchasing in the Retargeting