1. Market Overview Programmatic Main Characteristics: Programmatic buying Particular features - Programmatic buying refers to the use of software (algorithm based) to purchase digital advertising (data driven decisions at the impression level) as opposed to the traditional process that involves human negociations, manual IO’s and manual buying optimization - The objective is to touch the right consumer at the right time for the right price Advantages - Programmatic buying helps bring structure to the audience fragmentation - The algorithm can take more than 2000 variables into account - Focus on buying audience instead of buying a site list - Cross-channel and cross-devices - Dynamic optimazation in real time Evolution - Programmatic buying share is growing very quickly 165
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